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National Campaign – Scaling Lead Volume & ROI

Category :

PPC & Lead Generation

Niche:

Electrical Services

Start Date :

JAN, 2025 - DEC, 2025

Marketer:

Nebula Reach

Executive Summary

Managed and optimized a high-performance Google Ads strategy for a premier American - Electrical Services business across the US and Canada.

The primary objective was to overhaul an inefficient legacy account to reduce customer acquisition costs while maintaining lead quality.

By implementing a granular "Growth Hacking" approach to bidding and conversion architecture, we achieved a massive 61.34% lift in Conversion Rate (CVR) while successfully reducing the Cost Per Lead (CPL) by $36.39

01. The Challenge

A leading national Electrical Services provider faced significant hurdles in scaling their digital lead generation. Despite a healthy budget, the account suffered from:

  • High Market Competition: Inflated CPCs in major metropolitan areas across the US and Canada.

  • Wasted Performance Spend: Broad targeting was capturing low-intent informational queries rather than high-intent emergency or installation service calls.

  • Conversion Friction: Existing landing pages were not optimized for mobile users looking for immediate service solutions.

02. Strategy & Execution

We deployed a full-funnel restructuring focused on intent-based scaling:

  • Hyper-Local Segmentation: Developed specific campaign clusters for US and Canadian markets to account for regional search behavior and service demand.
  • Negative Keyword Mapping: Aggressively pruned the account to eliminate non-service-related traffic (e.g., DIY, parts, jobs), ensuring the $74,775.60 budget was strictly focused on revenue-generating keywords.
  • Bidding Transformation: Shifted to a data-driven bidding model that prioritized high-intent auctions, resulting in a refined $3.41 Average CPC.
  • CRO Overhaul: Implemented high-converting lead forms and “click-to-call” optimizations to streamline the user journey from click to appointment.

03. Results & Impact

The optimization phase resulted in a leaner, more aggressive lead generation engine that outperformed all historical benchmarks:

  • Total Performance Budget: $74,775.60 (73.12%▼ Improved efficiency)
  • Average CPC: $3.41 (29.66%▲ Higher quality traffic)
  • CPL Reduction: Decreased by $36.39 (19.78%▼)
  • Improved Conversion Rate: 9.37% (61.34%▲ relative lift)
  • Total Leads Generated: 2,518 qualified leads (81.66%▼ Note: This represents a tactical shift from low-quality volume to high-intent, convertible leads)

04. Key Learnings

  • Intent > Raw Volume: In high-ticket electrical services, a smaller pool of high-intent leads is more valuable to a franchise network than high-volume, low-quality traffic.

  • National vs. Local: Managing a US-Canada dual-national campaign requires localized ad copy and climate-specific hooks to maintain high relevance and CTR.

  • Efficiency as a Growth Lever: By reducing wasted spend by over 73%, we unlocked the ability to scale the budget into higher-margin service categories without increasing the overall CPA.