CASE NOTE · ANONYMISED
Local service trade: turning urgent searches into tracked calls
High-intent searches were landing on a slow homepage with no call tracking, so nobody could tell what the ad spend was doing.
THE PROBLEM
A local plumbing and locksmith business relied on urgent searches. The ads pointed at a slow homepage with the phone number below the fold, and calls were not tracked, so nobody could say which campaigns paid for themselves.
WHAT I DID
- Built fast, mobile-first landing pages for each service with the number, service area and trust signals in the first screen.
- Restructured the campaigns around urgent-need keywords and tightened the geography and schedule.
- Added call tracking and form tracking so enquiries could be tied back to campaigns.
- Set a monthly review rhythm: what was spent, what came in, what to cut or scale.
WHAT CHANGED
- A landing page built for a thumb, not a desktop.
- Spend concentrated on the searches that turn into calls.
- Enquiries attributed to the campaign that produced them.
- Decisions made on tracked calls instead of gut feel.
TYPICAL OUTCOMES
What a project like this usually moves.
- A mobile page that loads in a couple of seconds instead of many, which on its own tends to cut the share of people who leave before the page even appears.
- With urgent-intent keywords and tighter geography, wasted clicks on the wrong searches typically fall, so more of the budget reaches people ready to call.
- Once call and form tracking is in place, the proportion of enquiries you can attribute to a specific campaign usually moves from almost none to the large majority.
- Concentrating spend on the searches that convert commonly improves the cost per genuine enquiry over the first one to three months.
These are typical, illustrative outcomes for this kind of work, not a specific client's reported figures. Real results depend on your market, offer, budget and starting point. Ask and I will walk you through relevant specifics privately.
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