Summary
A window and siding contractor came to me after years of inconsistent lead flow and a Google Ads account that was burning budget with little to show for it. I rebuilt the account from the ground up, tightening targeting, cutting wasted spend, and aligning every campaign with how their customers actually search. In 13 days, conversions jumped 207%, phone calls increased 183%, and cost per conversion dropped 35%. This is what happens when someone who knows home service marketing takes over an account and treats every dollar like it’s their own.
How Christopher Berry restructured Google Ads for a window and siding contractor and cut cost per conversion by 70% in under 30 days.
The Numbers at a Glance
| Metric | Result |
|---|---|
| Conversions | +207% |
| Cost Per Conversion | −35% |
| Phone Calls | +183% |
| Total Ad Spend | −17% |
| Avg. CPC on PMax | $1.21 |
| Industry | Windows, Siding & Doors |
| Campaign Types | Google Ads Search and Performance Max |
| Comparison Window | 13 days before vs. 13 days after |
The Situation
This contractor had been running Google Ads before Christopher stepped in. The account was active. The budget was real. The ads were showing. But the results told a different story.
Leads were expensive, call volume was low, and the campaigns weren’t built to scale. The client needed more booked jobs, not more impressions. Christopher audited the account, rebuilt the campaign architecture, and introduced a Performance Max campaign alongside restructured Search campaigns for each core service: windows, doors, and siding.
Before vs. After
| Metric | Before | After |
|---|---|---|
| Total Conversions | 59 | 184 |
| Cost Per Conversion | $279.56 | $81.34 |
| Phone Calls from Ads | 15 | 73 |
| Performance Max | None | Active |
| Avg. CPC | $8.51 | $9.23 |
The Approach
Christopher doesn’t share the exact playbook. That’s what you’re paying for. But here’s the shape of what he did.
Account Audit and Campaign Restructure
The first move was a full account audit. Christopher identified where budget was going to waste and reorganized the campaign structure so each core service had its own clean campaign with the right bidding strategy and budget allocation.
Introducing a Performance Max Campaign
Christopher added a Performance Max campaign that wasn’t in the account before. It launched and immediately began generating volume at a fraction of the Search CPCs. Within the 13 day window PMax drove 33 conversions at an average cost per conversion of $21.48.
Search Campaign Refinement
On the Search side Christopher tightened targeting so impressions were going to people much more likely to convert. The Windows campaign went from 16 conversions to 60. The Doors campaign improved conversion volume while cost held relatively steady a sign that traffic quality improved significantly.
Budget Reallocation and Ongoing Monitoring
Christopher actively managed budgets throughout the period pulling spend from underperformers and reallocating to what was working. Total account spend dropped 17% while results more than doubled. That ratio is what good management looks like.
Results by Campaign
| Campaign | Conversions Before | Conversions After | Change | Cost Per Conv. After |
|---|---|---|---|---|
| Windows | 16 | 60 | +275% | $63.26 |
| Doors | 15 | 26 | +73% | $188.26 |
| Siding | 9 | 16 | +78% | $179.17 |
| Brand | 19 | 28 | +45% | $50.17 |
| PMax | 0 | 33 | New campaign | $21.48 |
More Results Less Spend
One of the clearest signals of good Google Ads management is this results go up while spend stays flat or goes down. That’s exactly what happened here.
Account Level Impact
| Metric | Before | After | Change |
|---|---|---|---|
| Total Spend | $19,761 | $14,966 | −24% (saved $4,795) |
| Total Conversions | 112 | 184 | +64% |
| Cost Per Conversion | $176.44 | $81.34 | −54% |
| Phone Calls | 26 | 73 | +181% |
| Avg. CPC | $8.51 | $9.23 | +9% (intentional shift) |
The slight rise in average CPC reflects a deliberate shift toward higher intent search terms. Paying a bit more per click to reach buyers rather than browsers is the right tradeoff. The conversion data confirms it.
“The goal was never cheaper clicks. It was to lower cost per lead. Cutting cost per lead by 54% while tripling phone call volume on a smaller overall budget is exactly what a well run Google Ads account should do.”
About Christopher Berry
Christopher Berry is the founder and sole consultant at Join Me Here Inc. He’s got 30 years of experience in digital marketing with a deep specialty in home service businesses. When you work with Christopher you work directly with Christopher. No account managers. No junior staff. Just a consultant who knows home services inside and out and shows up every day to manage your account like it’s his own.
Credentials and Industries Served
| Credentials | Industries Served |
|---|---|
| 30 years of digital marketing experience | HVAC plumbing electrical |
| Google Ads Search certified | Windows doors siding roofing |
| Google Analytics certified | Pest control lawn care cleaning |
| Google Shopping certified | Pool service painting tree service |
| Google Ads Measurement certified | Garage door pressure washing |
| 5 star rated consultant | Dental insurance real estate |
Ready to See What Your Account Can Do?
Let’s Talk
If your Google Ads are spending but not producing enough booked jobs, there’s usually a structural problem in the account that an audit will uncover. After the audit and rebuild you’ll see where budget was being wasted and how much more you can get from better targeting and cleaner campaign setup. If you want more high value calls lower cost per lead and a setup that can actually scale in your market let’s talk about a strategy built for your service area and your goals. You can start with a straightforward account review and no obligation conversation about what your campaigns could be doing for your business.
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