Case Study
Client Overview
The client in this case study specializes in foundation repair, crawl space encapsulation, waterproofing, and mold remediation.
Their team is family-owned and deeply rooted in the communities they serve. That shows up in their work. They are not just contractors. They are working in their own neighborhoods, which creates a higher level of care and accountability.
Their primary audience is homeowners looking for reliable, long-term structural solutions.
Case Study
Key Results
50+
Qualified Leads Generated
$1,018,068
in Quoted Opportunities
9X+ Return
On Ad Spend (ROAS)
$173,415.61
in Closed Revenue
$19,159.75
Ad Spend
Positive ROI
Achieved Within 30 Days
Case Study
Key Characteristics
The Challenge
This client initially invested heavily in Local Service Ads, starting with a $1,500/week budget.
On the surface, the campaign appeared active. Leads were coming in. But once we implemented deeper tracking and analyzed performance at a granular level, the reality was clear: the campaign was losing money.
Instead of scaling what was not working, we made a different call. We paused the campaign.
Key Issues Identified:
- Poor lead quality
- Inefficient budget allocation
- Overly broad job targeting
- Lack of refined tracking and attribution
- No alignment between spend and actual revenue outcomes
The Strategy
Rather than abandoning LSAs entirely, we identified an opportunity.
The channel had strong intent. It just lacked structure.
This was not about getting more leads. It was about getting the right leads.
Lazarus-recommended strategy focused on:
- Improving lead quality over volume
- Tightening targeting and service scope
- Aligning spend with actual revenue outcomes
- Building a system that could scale profitably
Case Study
Execution
We rebuilt the Local Service Ads campaign with a focus on precision and performance.
1. Positioning and Trust Signals
Updated business profile to reinforce credibility:
- 20+ years in business
- Family-owned and operated
- Locally rooted
- Free estimates
- Military discounts
- Workmanship guarantee
These changes improved conversion rates directly within the LSA environment.
2. Smarter Bidding and Budget Control
- Switched to automated bidding (maximize leads)
- Reduced budget from $1,500/week to $800/week
- Prioritized efficiency over volume
3. Service-Level Targeting
Refined job types to focus only on high-value services:
- Basement waterproofing
- Foundation drainage
- Crawl space repair
- Structural foundation work
- Moisture control
Removed:
- General contracting categories that diluted lead quality
4. Geo Targeting Optimization
- Narrowed targeting to a single core service area
- Validated performance before expanding
This prevented wasted spend in low-performing areas.
5. Lead Quality Controls
- Enabled brand search protection within LSAs
- Ensured no charges for returning customers
- Limited ads to business hours (M-F, 8am-5pm)
This aligned lead flow with actual sales capacity.
The Results
From May through December of 2025:
- $19,159.75 total ad spend
- 50 qualified leads generated
- $1,018,068 in quoted opportunities
- $173,415.61 in closed revenue
The Results
- Lead quality improved almost immediately
- Within the first month, the client began closing deals
- Cost efficiency increased while revenue scaled
- Marketing shifted from a cost center to a profit driver
Case Study
Why This Worked
This was not about turning ads on. It was about building a connected marketing system:
- Tracking tied to real revenue, not just leads
- Targeting aligned with high-value services
- Budget tied to performance, not assumptions
- Continuous optimization based on actual outcomes
Most Local Service Ads campaigns fail because they prioritize volume over quality. This one succeeded because we did the opposite.
Key Takeaways
- More leads does not mean better results. Qualified leads do.
- LSAs can be highly profitable when properly structured
- Tracking and attribution are non-negotiable for ROI
- Strategic reduction in spend can increase profitability
