A private-equity-owned home services portfolio running several brands on Google Ads accounts that had been left on autopilot. Inflated conversions, redundant keywords, and broken attribution hid what was really happening. We rebuilt it from measurement up.
$234K revenue on $47K spend
down from a $179 baseline
Executive summary
Ongoing engagement
Started Mar 2025
Several brands’ accounts came over poorly structured and barely managed. Conversions counted page views, keywords fought each other, and 30- day view-through was inflating the results everyone was reporting
Clean up conversion tracking and attribution so the numbers can be trusted, rebuild the account structure, then scale the channels that deliver efficient leads with PMax and smart bidding
Cost per lead fell from $179 to $133 on trustworthy definitions, ROAS reached nearly 5×, and click and impression volume climbed sharply while CPC dropped
01 / About & challenge
ABOUT THE CLIENT
The client is a private-equity-owned portfolio running several regional home services brands across foundation repair, basement waterproofing, crawl space work, and sump pump solutions. Each brand competes in high-cost, high-intent search markets where wasted spend adds up fast.
Site Hub inherited the paid-search accounts in early 2025. They were poorly structured, inconsistently tracked, and managed close to autopilot. Before anything could be scaled, the measurement had to be fixed — because the reported results simply weren’t true.
SNAPSHOT
Home services · waterproofing & foundation
PE-owned · multiple regional brands
Google Ads · Shopping · PMax
Audit, rebuild, tracking, ongoing scale
THE CHALLENGE
An audit documented systemic problems: conversions that counted page views and other non-leads, thousands of redundant and conflicting keywords, mixed match types competing in the same auctions, and 30-day view-through attribution overstating performance.
Page views and other non-lead actions were counted.
A 30-day view-through window overstated the results.
Broad, phrase, and exact competed in the same auctions.
Accounts had been left running near autopilot.
01 / About & challenge — evidence
At handoff, early 2025
Audit finding: reported conversions counted page views and non-lead actions, and a 30-day inflated results, so no number in the account could be trusted for bidding.
02 / Strategy & approach
Rebuild trust in the numbers first. Remove non-lead actions, fix broken conversions, repair click tracking, and integrate the CRM so revenue and ROAS can actually be measured.
Stop the account from bidding against itself. Cut thousands of redundant and conflicting keywords, correct match types, and consolidate campaigns into logical service buckets.
Stop paying for the wrong searches and lean into the right ones. A large negative library blocks waste while search-term mining surfaces high-intent converting queries
Scale the channels that deliver efficient leads. Launch and grow PMax and smart bidding where CPA wins, add remarketing as a lower-cost complement, and tighten bid controls.
Keep the account improving. Rewrite ad copy to match tight ad groups, add extensions and video for PMax, and run a weekly and daily optimization rhythm.
02 / Strategy & approach — results
$234K on $47K
down from $179
year over year
About Site Hub
Rochester, NY · 650+ clients
Founded ~2012
Site Hub is a scrappy, senior digital marketing agency built for small and mid-sized B2B businesses with an allocated marketing budget. We do SMARTSites, SEO, paid media, and brand work — and we white-label for other agencies. No tech jargon, no hostage fees, no agency theater
LET’S TALK
Tell us what’s broken, what’s working, and where you want to be in 12 months. We’ll build the plan, no agency theater, no hostage fees.
