Paid search that books jobs, not clicks.
How we rebuild paid search for a trades business whose ads bring plenty of calls, but too few of them turn into jobs.
This page describes how Trevux approaches this kind of project. It is an example, not a specific client's results.
- Sector
- Local and home services
- Services
- Paid media, Automation
- Starting point
- Ads running, tracking stops at the phone call
- Focus
- Google Ads, call tracking, CRM
01
The challenge
The ads are busy. The phone rings. But nobody can say which keywords bring paying customers and which bring job seekers, price shoppers and wrong numbers.
Budget follows clicks, so the cheapest traffic wins, and that is rarely the traffic that books a job.
02
The strategy
We connect every call and form back to the keyword and ad that produced it, then follow each lead into the CRM to see which ones became booked jobs.
- Track calls and forms through to booked jobs
- Rank search terms by jobs booked, not by clicks
- Move budget toward the terms and hours that close
03
The solution
We restructure campaigns around buying intent: emergencies, quotes and named services. Terms that never close are excluded. New ads are tested every week against the current best.
Missed calls and out-of-hours forms trigger an instant text reply, so the leads the ads pay for are not lost after 6pm.
04
What we measure
The numbers we agree with you before work starts, and report on every week.
- Cost per lead
- CPL
- Cost per booked job
- CPJ
- Booking rate from calls and forms
- BR
- Revenue per pound of ad spend
- ROAS
Sound like your business?
Tell us where you are today. We will show you what the first 90 days would look like.