From $3,200/mo on Google Ads with 15 calls a month → 47 calls per week.

Ross Galt was spending $3,200/month on Google Ads through a generalist agency. The campaigns were broad-match heavy, with no negative keyword strategy and no call tracking. They were getting around 15 booked calls per month from ads — a cost per booked call of over $200, which made the channel barely break even.

Their website was a generic Shopify-style template with the homepage doubling as the landing page for every ad campaign. The hero photo was a stock image. Conversion rate from ad clicks was sitting at 3.1%.

Local SEO was non-existent. Their Google Business Profile had 14 reviews from 2022, no posts, and the wrong primary category set ('Security Service' instead of 'Locksmith'). They weren't ranking in the local 3-pack for any meaningful search terms.

Week 1: Full audit, restructure of the Google Ads account from scratch. New campaigns split by intent (emergency, residential, commercial, automotive), tight match types, comprehensive negative keyword list seeded from the previous account's wasted spend.

Week 2: CallRail call tracking installed across the website with dynamic number insertion. New landing pages built for each service type — hero photo replaced with a real photo of Ross's van and team, click-to-call sticky bar, trust signals above the fold.

Week 3-4: Google Business Profile completely rebuilt. Primary category fixed, all services listed individually, photos uploaded, services schema added to the website. Started a weekly review request system tied to job completion.

Month 2-3: Built out 18 service-area pages for the suburbs Ross covers. Started local link building through community sponsorships and supplier partnerships. Weekly Google Ads optimisation based on call recordings.