Google Ads Conversion Rate Case Study
How We Scaled Google Ads CVR from 1% to 11% in 90 Days
How Client Sumo turned an underperforming Google Ads account into a high-converting growth engine for a local home services brand—while keeping lead quality high.
Conversion Rate
1.2% ➜ 11.27%
10x increase in CVR from cold search traffic.
Cost per Lead
-88%
Dramatically lower CPL without sacrificing volume.
Qualified Leads
4.3x
Increase in weekly booking-ready leads from Google Ads.
The Challenge
Paid traffic was barely converting at 1%
Eliana was working with a PPC agency that was blowing through her wallet. The account was stuck in a cycle of junk clicks, price shoppers, and wasted spend.
We came in and adjusted a few things for her cleaning business to be instantly more profitable...
Our Approach
Full-funnel optimization from keyword to booking
Instead of treating Google Ads as an isolated traffic channel, we rebuilt the experience across four key layers: targeting, messaging, page experience, and data feedback.
01. Targeting
We rebuilt campaigns around high-intent, service + location keywords, stripped out low-intent search terms, and segmented by service type to control bids and messaging.
02. Ad Creative
Every ad group got tightly matched headlines, location callouts, and proof-based description lines to pre-frame the offer before the click.
03. Landing Pages
Her previous page was driving away traffic. It looked elementary, lacked cohesiveness and social proof.
Not anymore :)
04. Measurement
We rebuilt conversion tracking, as well as utilizing automation to turn new leads into bookings.
What Changed
From leaky funnel to compounding performance
- Dedicated landing pages for top-intent queries (e.g. “same day house cleaning [city]”).
- Instant quote & booking form moved above the fold on both desktop and mobile.
- Strong social proof (reviews, badges, guarantees) aligned to ad messaging.
- Aggressive split-testing on headlines, forms, and call-to-action copy.
As the account accumulated cleaner conversion data, Google’s bidding algorithm started prioritizing search terms and audiences that looked like the best customers vs. just the cheapest clicks.
A behind-the-scenes look at some client-closing conversations.
Eliana's story
Eliana went from spending thousands per week with no results. No bueno.
Now, we've nearly 10x'ed her conversion rate, she's averaging 54 quality leads per month, and closed 83 new jobs since partnering 10 months ago!
This just proves that with the right strategy, anything is possible.
Next Step
Want your Google Ads converting like this?
Book a quick strategy session and we’ll walk you through the exact playbook we used to take this account from 1% to 11% CVR.
No long-term contracts. We start with a clear conversion roadmap for your account.