A Pittsburgh roofing contractor, was spending heavily on Google Ads with almost nothing to show for it. An audit of 1,165 search terms revealed that nearly 80% of the budget was leaking into searches that could never become customers — competitor brand names, roofing material suppliers, "free roof" seekers, out-of-area queries, and unrelated trades. The account's only two recorded "conversions" came from junk searches, putting the real cost per lead at $295+. The primary keyword, "roof replacement Pittsburgh," was rated low quality and rarely shown, while the ads pointed to a homepage still carrying placeholder text and broken links.

The turnaround combined ad account surgery with conversion-focused web work: disabling AI-driven keyword expansion, deploying a 124-term negative keyword list, restructuring the campaign into tightly themed ad groups, and rebuilding bids on Manual CPC. On the website side, I designed and briefed a dedicated, keyword-matched landing page — quote form above the fold, click-to-call, honest pricing content, and FAQ schema — then rebuilt conversion tracking to separately measure form fills and phone calls.

The result: 23 phone calls in a single month, at a cost per call roughly 91% lower than when the engagement began — with a landing page and account structure built to scale, not just survive.