93% more conversions and a 41% lower CPA in four months.
$34.71 CPA · 11.7% CVR · 213 phone calls
January's numbers: 276 clicks at $6.45 each, 30 conversions, $59 per lead, a 2% conversion rate. Repairs are urgent purchases — people want a phone number and a quote fast — so the account needed to be rebuilt around calls, not clicks.
By April: 517 clicks at $3.89 each, 58 conversions at $34.71, an 11.74% conversion rate. Search delivered 88 conversions and 98 phone calls; Performance Max added 71 conversions and 115 calls. Horse-trailer repair became the star term at a $13 CPA.
For urgent local services, optimise for the call, not the click. 'Instant callback in 10 minutes' out-pulled every clever headline.
Phone-call conversions tracked natively meant bidding optimised for people ready to book, not browsers.
Average CPC fell from $6.45 to $3.89 while conversion rate rose almost 6×.
'Horse trailer repair' converted at a $13 CPA — the kind of term only expansion and search-term mining find.
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