HVAC Google Ads: two agencies. Polished reports. A silent phone.
A Birmingham HVAC business had been through two agencies that delivered clicks and reports but no calls. Beeyacorp’s audit found roughly 60% of budget matching irrelevant search terms. Cutting that waste and rebuilding the account for calls tripled call volume and produced 12 to 15 booked jobs per week within six weeks, on the same budget.
A Birmingham HVAC business had been through two agencies that delivered clicks and reports but no calls. Beeyacorp’s audit found roughly 60% of budget matching irrelevant search terms. Cutting that waste and rebuilding the account for calls tripled call volume and produced 12 to 15 booked jobs per week within six weeks, on the same budget.
Two agencies, a full report, and a phone that never rang
The owner had nearly written off Google Ads. Two previous agencies had produced professional-looking dashboards while the phone stayed quiet, and budget kept leaving the account with nothing to show for it. In a call-led trade where demand is urgent and local, a quiet phone is an existential problem, not a reporting nuance.
Objectives
- Identify and eliminate wasted spend. Stop budget flowing to irrelevant searches.
- Rebuild the account around phone calls. Match structure to how the business actually takes work.
- Increase booked jobs per week. Grow output without increasing budget.
- Restore confidence in paid search. Tie every call back to the ad that generated it, so the owner could see which spend turned into booked jobs.
What the investigation established
A full audit kicked things off, as it does on every engagement. Each finding below is evidenced from the account itself.
| Area | Finding |
|---|---|
| Paid Media | Roughly 60% of budget matched search terms with no relevance to the business’s services or area. |
| Keywords | Broad match with minimal negative coverage was pulling in a flood of irrelevant queries. |
| Tracking | Call conversions were not properly tracked, so the campaigns driving real jobs could not be identified. |
| Structure | Campaigns were not built for call-first intent or tight local targeting. |
Broad match without negative keywords let the majority of budget leak into searches that were never the business’s customer, and without call tracking, nobody could tell which campaigns produced booked jobs, so waste continued unchallenged while the account structure ignored the call-first, local nature of trade demand.
How we fixed it
Cut the waste, then rebuild for how the business actually wins work. We eliminated the 60% of spend matching irrelevant terms, tightened match types and radius targeting, added call tracking tied to booked jobs, and restructured campaigns around call-first intent.
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What we did
- Audited search terms. Cut the ~60% of spend matching irrelevant queries.
- Tightened match types. Built a negative keyword base.
- Focused targeting. Set the real service-area radius.
- Added call tracking. Tied results to booked jobs, with recordings for quality.
- Restructured campaigns. Rebuilt around call-first emergency and installation intent.
How it was sequenced
| Phase | Timeframe | What Happened |
|---|---|---|
| Audit | Days 1–7 | Search-term forensics and waste identification |
| Rebuild | Weeks 2–3 | Match types, negatives, radius, and call tracking |
| Convert | Weeks 3–4 | Call-first structure activated |
| Results | Weeks 4–6 | Full diary at stable cost |
Turning wasted spend into 12 to 15 booked jobs a week
Every figure here traces back to the account itself, documented across the engagement.
| Metric | Before | After |
|---|---|---|
| Wasted spend | ~60% of budget | Eliminated |
| Call volume | Baseline | 3x |
| Booked jobs per week | Inconsistent | 12-15 |
| Budget | Unchanged | Unchanged |
| Time to results | Two failed agencies | 6 weeks |
Most “ads don’t work for trades” stories are really wasted-spend stories, and the fix was in the search-term report the whole time. Call tracking transforms a trade account, because booked jobs, not clicks, are the only metric that pays wages, and radius discipline matters as much as keywords. Home services demand is urgent, local, and won by whoever answers first, a pattern we see across our home services marketing clients.
Frequently Asked Questions
Both reported on clicks and impressions while roughly 60% of the budget matched irrelevant searches, and neither had call tracking to see which campaigns produced booked jobs. The waste sat in the search-term report the whole time, unexamined.
Because trade demand is urgent. When a boiler fails, the homeowner calls the first credible number, so the account has to prioritise phone calls and tap-to-call over form submissions, which is how the business actually books work.
Serving ads only within the real service area stops budget leaking into searches from places the business can't reach. Radius discipline often matters as much as keywords, because a click from outside the catchment can never become a job.
No. The budget stayed the same. Tripling call volume came from cutting the ~60% of spend matching irrelevant terms and redirecting it toward searches that could actually become booked jobs.
Related client results
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