15 Real leads in the first two weeks
SERVICES STACK
A pressure washing and concrete resurfacing business
A pressure washing and concrete resurfacing business running Google Search for residential and commercial work. Two distinct service lines, one service area.
01
THE CHALLENGE
What we found
This was a takeover. Another agency ran the account before us, jamming both services into one campaign.
But the campaign structure wasn't what got the owner to pick up the phone. It was the reporting.
Every month, he'd get a number that looked healthy. And every month, it had almost nothing to do with the jobs he was actually winning.
The agency kept telling him everything was fine. The campaigns were performing well. At least, that's what the reports said..
They weren't. The old setup counted phone clicks, Google My Business engagements and form submissions in the same pile and called the total "leads.". A click on a phone number isn't a call. A tap on the map isn't a customer. Stack enough of those together and you can report a great month while the owner sits there wondering where the work is.
Worse, half of what did connect were telemarketers. The account was optimising towards that. Google had been told those were the wins, so it went and found more of them.
That's the con. Not lying, exactly. Just counting things that were never worth counting, and never checking if the number matched reality.
02
OUR STRATEGY
what we cooked up
Two things from day one, then a third that mattered more.
We split the campaigns. Pressure washing and resurfacing got their own budgets, their own targeting, their own landing pages.
We put real call tracking in before we spent a dollar — tracking actual connected calls, not clicks on a phone number.
Then we made the account care about quality. Three changes:
Only calls over 60 seconds count. Easiest filter there is. Telemarketers and wrong numbers don't last a minute. Real enquiries do.
Calls are worth more than forms. The owner told us most calls turn into jobs, so we assigned them a higher value. That forces the algorithm to chase the leads that actually pay.
Click-to-call and GMB interactions are gone as primary goals. They were teaching Google that a tap was a win. Now they're not.
We told the owner straight up what would happen: your lead numbers are about to drop, and that's the point. The leads you do see will match the jobs you're winning.
1. Two campaigns, not one
Split from launch:
Pressure Washing — $33.33/day, dedicated landing page
Resurfacing — $44.10/day, weighted higher for the higher job value
Result: 15 leads across both — 3 from pressure washing, 12 from resurfacing.
Resurfacing pulled 4× the leads off a budget only 32% bigger. That's the whole argument for splitting. Run as one campaign, that signal doesn't exist — you'd have 15 leads and no idea which service was carrying the account.
2. Fewer leads, and all of them real
Campaign | Phone leads | Form leads | Total |
|---|---|---|---|
Pressure Washing | 3 | — | 3 |
Resurfacing | 7 | 5 | 12 |
Total | 10 | 5 | 15 |
15 leads in the first two weeks. That is a much smaller number than the old agency was reporting, and it's the number we wanted.
The difference is what sits behind it. Ten of those are connected phone calls that ran longer than a minute. Five are form submissions. None of them are map taps, phone-number clicks, or a telemarketer who hung up after eight seconds.
The account runs WildJar call tracking, so calls are recorded and scored, not just counted. You can listen to what's coming through instead of trusting a dashboard. We asked the owner what he was seeing after two weeks — his answer was that the calls were all real jobs and the return was already there.
03
THE RESULT
Real leads in the first two weeks
Service lines split apart
Minimum call length that counts as a lead
