4.2× ROAS in 90 Days: Inside the GTA Home Pros Google Ads Rebuild

GTA Home Pros — a multi-service home improvement company covering the Greater Toronto Area — had been running Google Ads in-house for 18 months when they came to us. Their monthly budget was $8,000. Their average ROAS was 0.9 — meaning they were spending $8,000 to generate $7,200 in attributed revenue.

When we pulled account access on day one, the problems were immediate and significant: no conversion tracking, 2 campaigns with 140+ keywords each in broad match, a negative keyword list with 11 entries (all added in the first month and never updated), all traffic sent to the homepage, no ad scheduling, and ad copy that hadn't been refreshed in 8 months.

We scoped a full account rebuild over 12 weeks. The first two weeks were data collection and setup — zero new spend. Installing proper conversion tracking (phone calls, form submissions), pulling 18 months of search term data, and auditing every keyword for relevance.

Weeks 3–4: Account restructure. We reduced from 2 campaigns with 140+ keywords to 8 campaigns with 10–15 tightly-themed keywords each, all in phrase or exact match. We built a 200+ negative keyword list from the search term audit. We set up ad scheduling based on historical conversion data (weekdays 7am–7pm, Saturday 8am–2pm).

Weeks 5–8: Landing pages. We built 6 service-specific landing pages — one for each primary service category. Each page had a single CTA, a form above the fold, phone click-to-call, trust signals (reviews, years in business, service area), and page speed under 2 seconds on mobile.

Weeks 9–12: Optimisation and bidding strategy. With 30 days of clean conversion data, we moved from manual CPC to Target CPA bidding. Budgets shifted from broad awareness to the 3 campaigns showing the lowest cost per lead.

By day 90, the account was generating 4.2× ROAS on the same $8,000 monthly budget. Cost per booked job had dropped from $210 to $97. Volume of booked jobs had more than doubled. The client's operations team was stretched — a problem they hadn't had before.

The changes that drove the most improvement, in order: conversion tracking (allowed proper optimisation), negative keyword list (eliminated 28% of wasted spend immediately), service-specific landing pages (improved quality score and conversion rate simultaneously), and ad scheduling (stopped spending budget on hours with near-zero conversion rates).