Paid Search and Conversion Measurement for a Contractor in Raleigh–Durham, USA

Task

Paid search for home remodeling is expensive and easy to waste. The words that bring a homeowner planning a full bathroom also bring students, DIY researchers and franchise shoppers. A click is worth buying only if the form submission it leads to can be traced back to it.

What we did

• Ran the account narrow on purpose, on bottom-of-funnel searches split by service and by city, and excluded DIY, product and franchise queries as they appeared.
• Wrote ad copy that leads with what competing ads leave out: waterproofing named by system, one in-house crew, active dust control, a written itemised scope.
• Routed eight events through a single front-end file, from the first funnel step to the submitted estimate.
• Captured click identifiers first-party and held them for 90 days, so a lead still carries the click that produced it.
• Sent Meta events from the server as well as the browser, deduplicated against the pixel.
• Added a session recorder for the questions about single visitors that analytics cannot answer.

Result

Every lead arrives with its source attached. A serving outage was traced to a bid limit and a keyword blocking itself, and spend was pulled back from search terms that were never going to convert.