Case Studies / Home improvement
CASE STUDY · GOOGLE ADS · HOME IMPROVEMENT
Big home projects. A lower cost per lead every year.
Rhythm has run this client's Google Ads since August 2023.
AT A GLANCE
THE SHORT VERSION
Every year a little better.
This company does siding and other big home projects. A single job is worth a lot, so a lead can cost more and still pay. The goal was to bring that cost down without losing quality.
88%of leads were phone calls. Homeowners want to talk before a big project.
+16%more leads, January to October 2026 vs. 2025
−17%cost per lead, January to October 2026 vs. 2025
THE NUMBERS
Year by year.
| Year | Clicks | Leads | Cost per lead | Clicks to leads |
|---|---|---|---|---|
| 2023 (Aug to Dec) | 951 | 89 | $240 | 9.4% |
| 2024 | 2,061 | 171 | $282 | 8.3% |
| 2025 | 2,108 | 215 | $225 | 10.2% |
| 2026 (Jan to Oct) | 1,908 | 211 | $185 | 11.1% |
| Total | 7,028 | 686 | $229 | 9.8% |
WHAT WE DID
Focus on what sells.
We launched with campaigns for each service. Then we watched which ones brought calls and moved the money there.
- Siding is the core. It brought in the most leads, so it gets most of the budget.
- Brand search guards the name. People who already know the company find it first, not a rival.
- Roofing, windows and bathrooms were tested. They cost more per lead, so we wound them down by early 2025.
- Same budget, more leads. Spend stayed flat from 2024 to 2026 while yearly leads climbed.
COST PER LEAD BY YEAR
Ad spend only. 2026 runs January to October.
NEXT STEPS
What could this look like for you?
STEP 1
Free ads audit or keyword estimate
Already running ads? We look at what you have. New to ads? We size your market first.
STEP 2
A plan built around your goals
We set targets in leads and jobs, not clicks.
STEP 3
Test small. Keep what pays.
New ideas get a small budget. Winners get more.
STEP 4
Clear reports every month
You see what you spend and what it brings in.
HOW WE COUNTED
A lead is a phone call or form fill that came from an ad. Map clicks, website visits and other light actions are left out. Cost per lead is ad spend only. 2023 covers August to December only. Same-month compares use January to October of each year. Calls include calls from ads and calls from the website.
MORE PROOF
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