Google Ads Case Study for Local Services: +109% Conversion Lift in 14 Days

By Maksym Lazarevych — Google Ads Growth Strategist

Local service businesses don’t always need bigger budgets to grow.

Sometimes, they just need better structure.

Here’s a real mini case study from a Raleigh, NC local service account where we achieved:

• +109% conversion lift

• –50% CPA

• +132% phone calls

• in only 14 days

All without increasing total spend.

You can view more Google Ads case studies here →

What This Google Ads Case Study for Local Services Reveals

This Google Ads case study for local services shows how structural optimization can dramatically improve conversion performance without increasing budget.

The client had three clear objectives:

• Increase qualified phone calls

• Maintain a stable CPA

• Improve geo efficiency

• Properly structure Search and Performance Max campaigns

In short: higher-quality leads, not just more traffic.

What We Changed

Instead of touching budgets first, we focused on structure and intent.

Here’s what was implemented:

1. Separated Search and Performance Max by intent

Search campaigns were rebuilt around bottom-of-funnel keywords, while Performance Max was positioned as a supporting layer — not a catch-all traffic source.

This alone improved control over lead quality.

2. Applied +5% bid adjustments on priority radius zones

We identified the highest-performing geo areas and applied positive bid adjustments only where conversions actually happened.

No guesswork. Pure geo efficiency.

3. Cleaned traffic using negative keywords

Search term mining revealed irrelevant queries leaking spend.

We aggressively filtered traffic to protect CPA and improve intent.

4. Optimized around phone call conversions

Instead of optimizing for generic conversions, we prioritized qualified phone calls as the primary success metric.

 Reallocated budget to top-performing segments

Budget was shifted away from underperforming areas and campaigns into proven zones and BOFU Search.

Results Snapshot (14 Days)

• Spend: $933

• Clicks: 317

• Conversions: 57

• Phone Calls: +132%

• CPA: –50%

• Conversion Lift: +109%

  
  

These results were pulled directly from the Google Ads account over the same 14-day window

Learn more about my background and Google Ads methodology →

In just 14 days, I increased conversions from ~28 to ~59 while reducing cost per conversion from ~$32 to $15.83 — a 50% CPA drop — without increasing overall spend. Qualified phone calls also increased to 51, confirming that growth came from structural improvements rather than budget increases.

Why It Worked

Growth didn’t come from increasing budget.

It came from:

• Intent segmentation

• Geo bid control

• Conversion prioritization

• Traffic quality filtering

In other words:

Structure beats budget increases.

This is the difference between “running ads” and operating a growth system.

What Comes Next (Scaling Plan)

With the foundation in place, the next phase focuses on:

• Expanding high-performing radius zones

• Scaling BOFU Search campaigns

• Layering remarketing into Performance Max

• Continuing query mining for efficiency

This creates a repeatable scaling framework without sacrificing CPA.

Final Thoughts

Most local service accounts struggle not because of budget limits —but because of poor structure, weak intent signals, and uncontrolled traffic.

Fix those first — and performance usually follows.

Running Google Ads for a local service business?

If you care about lead quality, CPA control, and scalable growth — let’s talk.