Case Study: Growing Attic Cleaning Leads While Reducing Costs with Google Ads

Attic Pros is a San Francisco-based company offering attic and crawl space cleaning, insulation, and rodent control services. As competition in the home service space grew, Attic Pros wanted to reach more qualified customers without increasing their advertising budget. The goal was to lower the cost per conversion while improving overall lead volume and call activity.

What We Did

1. Built a Single Keyword Ad Group (SKAG) Structure

We replaced their broad campaign structure with tightly grouped ad sets focused on specific services. Each ad group targeted one keyword — like "attic insulation removal" or "dead rodent removal" — paired with matching ads and landing pages. This approach helped improve relevance and ad performance.

2. Optimized Landing Pages for Conversion

Matching ads to landing pages is key to getting results. We reviewed and updated the landing pages to align closely with each service and keyword. This helped create a smoother path from click to contact and increased the likelihood of a user taking action.

3. Focused on Cost Control and Efficiency

With a limited budget, we closely monitored ad spend and made regular adjustments. We paused low-performing keywords, refined match types, and shifted more budget toward top-performing areas to make the most out of every dollar spent.

Results

The campaign produced strong results across multiple key performance areas:

26% increase in conversions, reaching 791 new leads
Cost per conversion dropped from $150 to $112.95
2,000 inbound calls received, with 58% coming from Google Ads

Why It Worked

Instead of trying to reach everyone, we focused on people actively searching for the exact services Attic Pros offers. The SKAG structure gave us better control over keywords and relevance, while the landing page updates helped turn that traffic into real leads. This made it possible to cut costs and improve performance at the same time — something that’s often difficult in high-competition local markets.

Final Takeaway

With the right campaign structure and clear focus on user intent, Attic Pros was able to lower their advertising costs while generating more business. The strategy not only improved short-term results, but also helped lay a stronger foundation for future scaling.

Need to lower your ad costs and get more qualified leads? Book a free consultation with our team to learn how we can help you grow through better targeting, smarter budgeting, and clean campaign structure.