We were able to get a lot of ad impressions in front of a lot of people, gaining an average CTR rate well above the home services benchmark.
Viewers connected with our custom landing page messaging and overall the ROI was about 6:1, meaning the ads returned more than 6 times what was spent on them.
Of additional importance, our client is now spending less per qualified lead than at the start of the campaign.
Our client is an established mould remediation company with two locations serving opposite ends of the Greater Golden Horseshoe: One in Niagara Region and one in Durham Region, with a service area that stretches across most of the GTHA in between.
They’ve built their reputation on doing the job properly, not upselling, and standing behind their work with a long-term warranty. The owner is on every job, which is exactly the kind of thing that’s easy to say and hard to actually do.
The catch? Mould isn’t a service most homeowners think about until they’re already worried about it, and when they are worried, they’re typing very specific things into Google and they want answers, not a sales pitch.
Mould remediation is a tricky category to advertise.
The search volume is there, but it’s spread across a lot of different intents like people researching symptoms, people pricing out a problem they haven’t confirmed yet, tenants who can’t actually book the work, and the small but valuable slice of homeowners who know they have an issue and are ready to pick up the phone.
On top of that, our client wanted to focus heavily on attic mould removal, which is a higher-ticket service with a more specific buyer, across two service regions plus everything in between.
That meant we couldn’t just point a single broad campaign at “mould removal Ontario” and hope for the best.
We needed tight geographic targeting, tight keyword targeting, and ad copy that filtered out the wrong-fit clicks before they cost anyone money.
We built out a Google Ads structure that treated Niagara Region, Durham Region and the GTHA corridor as three separate conversations rather than one big one.
Each region got its own campaign, its own location targeting, its own ad copy and its own landing experience, so a homeowner in St. Catharines wasn’t reading copy written for someone in Whitby, and vice versa.
Keyword targeting leaned hard into “attic mould removal companies”, and the modifiers that signal a real buyer (homeowner-specific language, problem-specific language, location-specific language) while negative keywords did the heavy lifting of keeping renters, DIYers and irrelevant searches out of the budget.
We paired that with conversion tracking that actually told us which clicks turned into phone calls and form fills, so we could keep tightening the campaign month over month instead of guessing.
To make sure those carefully-targeted clicks actually turned into phone calls, we also built dedicated, high-converting landing pages for each region we were targeting, so a homeowner in St. Catharines searching for attic mould removal landed on a page about Niagara Region; a homeowner in Whitby landed on a page about Durham Region.
Same campaign architecture, three different conversations and conversion rates that reflected the difference.
We built out a Google Ads structure that treated Niagara Region, Durham Region and the GTHA corridor as three separate conversations rather than one big one.
Each region got its own campaign, its own location targeting, its own ad copy and its own landing experience, so a homeowner in St. Catharines wasn’t reading copy written for someone in Whitby, and vice versa.
Keyword targeting leaned hard into “attic mould removal companies”, and the modifiers that signal a real buyer (homeowner-specific language, problem-specific language, location-specific language) while negative keywords did the heavy lifting of keeping renters, DIYers and irrelevant searches out of the budget.
We paired that with conversion tracking that actually told us which clicks turned into phone calls and form fills, so we could keep tightening the campaign month over month instead of guessing.
To make sure those carefully-targeted clicks actually turned into phone calls, we also built dedicated, high-converting landing pages for each region we were targeting, so a homeowner in St. Catharines searching for attic mould removal landed on a page about Niagara Region; a homeowner in Whitby landed on a page about Durham Region.
Same campaign architecture, three different conversations and conversion rates that reflected the difference.
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.