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Home Repair Google Ads Case Study: 113 Conversions in 30 Days for HRS Birmingham, Alabama

Home repair Google Ads case study: technician fixing a door frame while the homeowner watches

Summary

Summary

HRS Birmingham, a home repair and remodelling company in Birmingham, Alabama, was paying for Google Ads that sent clicks to a generic page. We built a dedicated landing page and rebuilt the ads account around intent. In 30 days the account produced 113 conversions from 1,270 clicks, and the business now wins more auction impression share than Angi.com.

Key Takeaways From This Home Repair Google Ads Case Study

This home repair Google Ads case study shows that the landing page and account structure matter as much as the budget. The same type of business that was sending clicks to a generic page produced 113 conversions in 30 days once traffic had a focused destination.

  • Send ads to a page built for one action. A single headline, one call to action and trust signals did more than any bid change.
  • Split campaigns by intent. Generic search, remarketing, branded, competitor and Performance Max each got their own messaging and budget.
  • Use remarketing for high-ticket work. The high-ticket remarketing campaign converted at $47.60 per conversion, below the account average of $78.60.
  • Measure conversions, not clicks. Optimizing toward tracked enquiries is what moved budget to the campaigns that worked.

How Home Service Businesses Can Apply This

If your Google Ads send traffic to your homepage or a general services page, start there. See our Google Ads management for home service businesses, our Google Ads landing page design, and industry pages for remodelers and general contractors. Want to know where your account is leaking? Request a free growth audit.

The Challenge

HRS Birmingham serves Birmingham and nearby areas such as Hoover, Vestavia Hills, Mountain Brook, Trussville and Helena. Their Google Ads were live but sending paid clicks to a general page that was not built to turn visitors into calls.
Budget was being spent without a clear structure, and national platforms like Angi.com were taking a large share of the same searches.

Client Goals

– Turn paid clicks into calls and form enquiries.
– Lower the cost of each lead.
– Compete with national lead platforms in local auctions.
– Separate high-ticket remodelling jobs from smaller repairs.

Our Approach

1. Dedicated landing page
One headline, one call to action, trust signals and no distractions, built only for home repair and remodelling enquiries.
2. Six intent-based campaigns
Generic search, remarketing (RLSA) with standard and high-ticket variations, branded, competitor and Performance Max for office visits.
3. Ad copy matched to intent
Each campaign got its own messaging, tighter keywords and bidding aligned to conversions.
4. Ongoing optimization
The account optimization score was raised to 89.1%.

Results

– 113 conversions in 30 days.
– 1,270 clicks on $8,880 total spend.
– $78.60 average cost per conversion.
– High-ticket remarketing campaign: 38.5 conversions at $47.60 each.
– Performance Max office visits at $14.80 per conversion.
– Conversions up month over month.
– Higher auction impression share than Angi.com.

Client Quote

HRS Birmingham Home Repair Service (Birmingham, Alabama)

Duration: 30-day reporting period

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