The cost per qualified lead came down steadily over the course of the campaign, meaning every additional dollar in the budget was working harder than the one before it.
And in a market where the difference between a booked job and a lost one is sometimes a matter of who answers the phone first, that efficiency is exactly what a fast-turnaround business like our client’s needs to keep growing.
Our client is a long-established home inspection company based in Toronto, serving the city and the surrounding GTA, and their entire business is built around one promise: When you need an inspection now, they can actually be there, which is a much bigger deal than it sounds.
In a market where conditional offers come with tight clocks and buyers are juggling lawyers, agents and lenders all at once, an inspector who can show up tomorrow – and have the report in your inbox the same day – is worth their weight in gold, and our client has built his company’s reputation on exactly that.
They also back it up with the credentials to match: Registered home inspectors, certified mould and pool inspectors, indoor air quality investigators, plus the kind of consumer-choice awards that don’t get handed out for just showing up.
Established, experienced, credentialed and fast, which, as it turns out, is a pretty rare combination in this category.
In spite of having great online visibility behind the SEO on his website, most home inspection searches happen under pressure and there’s no such thing as “too much visibility” for them. A buyer’s offer is often conditional, the clock is running, and they need someone who can be on-site within 24 to 48 hours and have a report in their inbox the same day.
That’s a great fit for our client, but it also meant we had to be in front of those searches at exactly the right moment with copy that answered the unspoken question:
“Can you actually get here in time?”
His competitors weren’t making it easy, either.
With bid prices on terms like “Toronto home inspections” and “Toronto home inspectors” running high, and a lot of the auction is crowded with directory sites, lead-gen middlemen and inspectors from outside the GTA poaching clicks.
So, we needed to win the right impressions without overpaying for the wrong ones.
We built a focused Google Ads campaign around the two highest-intent phrases the client wanted to own: “Toronto home inspections” and “Toronto home inspectors,” plus tightly-themed variations of each. Geo-targeting kept impressions concentrated on Toronto and the immediately surrounding GTA, so the budget wasn’t being spent on clicks from outside the actual service area.
Negative keywords did the unglamorous-but-essential job of keeping training-program searches, DIY queries and irrelevant clicks out of the budget.
Our ad copy leaned on the three things that genuinely set this client apart from the crowded auction: Same-day and next-day availability, same-day reports, and the long list of certifications behind their inspectors.
Phone-call extensions and click-to-call conversion tracking made sure the campaign was being judged on actual booked appointments, not vanity metrics, and we kept tightening the campaigns month over month based on which keywords were producing real phone calls and which were just burning budget.
None of that targeting matters if the page on the other side of the click doesn’t deliver, so we also built dedicated, high-converting landing pages designed around the urgency this category lives and dies on.
Same-day availability was our prominent messaging with very visible phone and online booking options located throughout the page, credentials and award badges where they would reinforce trust without slowing the visitor down.
Every element was there to answer one question as fast as possible: “Yes, we can be there tomorrow.”
We built a focused Google Ads campaign around the two highest-intent phrases the client wanted to own: “Toronto home inspections” and “Toronto home inspectors,” plus tightly-themed variations of each. Geo-targeting kept impressions concentrated on Toronto and the immediately surrounding GTA, so the budget wasn’t being spent on clicks from outside the actual service area.
Negative keywords did the unglamorous-but-essential job of keeping training-program searches, DIY queries and irrelevant clicks out of the budget.
Our ad copy leaned on the three things that genuinely set this client apart from the crowded auction: Same-day and next-day availability, same-day reports, and the long list of certifications behind their inspectors.
Phone-call extensions and click-to-call conversion tracking made sure the campaign was being judged on actual booked appointments, not vanity metrics, and we kept tightening the campaigns month over month based on which keywords were producing real phone calls and which were just burning budget.
None of that targeting matters if the page on the other side of the click doesn’t deliver, so we also built dedicated, high-converting landing pages designed around the urgency this category lives and dies on.
Same-day availability was our prominent messaging with very visible phone and online booking options located throughout the page, credentials and award badges where they would reinforce trust without slowing the visitor down.
Every element was there to answer one question as fast as possible: “Yes, we can be there tomorrow.”
Book your free 30-minute phone consultation and we’ll tell you what we see when we look at your target market.
And we promise that we won’t pressure you with sales pitches or proposals until you ask.
We’ll just have an honest conversation about whether PPC makes sense for your business right now and what it would take to make it work.