A self-managed Google Ads account was burning money. We turned it into the company's top revenue channel.
Organic Traffic
4.2×
4.2×
ROAS (Google Ads)
-54%
Cost per booked job
+200%
Monthly lead volume
Campaign Status
Active · Exceeding targets
-54%
Cost per booked job
GTA Home Pros
4.2×
ROAS (Google Ads)
-54%
Cost per booked job
+200%
Monthly lead volume
Map #1
6 primary home service terms
4.3%
Landing page conversion rate (from 0.9%)
90 days
To initial results
Diagnostic Snapshot
Before Outlier
Google Ads ROAS
0.8×
Cost Per Booked Job
$380+
Monthly Lead Volume
~22/mo
Landing Page CVR
0.9%
After Outlier
ROAS (Google Ads)
4.2×
Cost per booked job
-54%
Monthly lead volume
+200%
6 primary home service terms
Map #1
Project Details
Services
Google Ads · Local SEO · GBP Management
Industry
Home Services (HVAC, Plumbing, Electrical)
Location
Mississauga, Brampton, GTA
Duration
Ongoing (initial results: 90 days)
Top Result
4.2×
ROAS (Google Ads)
About the Client
GTA Home Pros provides HVAC, plumbing, and electrical services across Mississauga, Brampton, and the broader GTA. With 18 technicians and an established customer base, the business had the capacity to grow — but was stuck. Their self-managed Google Ads account was spending significantly each month with little to show for it, and a competitor had recently taken every top map pack position they once held. They needed expert intervention fast.
Catastrophic ad account waste
An audit of the self-managed Google Ads account revealed broad match keywords triggering i…
Map pack displacement
A competitor had systematically built their local SEO presence over 18 months and displace…
No landing page alignment
Paid search traffic was landing on the homepage, which had no service-specific content, no…
Home Services · Mississauga & GTA
The Situation
Before engaging Outlier, GTA Home Pros faced a combination of challenges that were actively suppressing their growth. Here's what we found.
An audit of the self-managed Google Ads account revealed broad match keywords triggering irrelevant searches, no negative keyword list, duplicate campaigns competing against each other, and zero conversion tracking. The account had no data to optimise against and no way to measure what was working.
A competitor had systematically built their local SEO presence over 18 months and displaced GTA Home Pros from every map pack position they once held. Response times had slipped, reviews had plateaued, and GBP optimisation had been neglected.
Paid search traffic was landing on the homepage, which had no service-specific content, no trust signals above the fold, and a contact form that required 8 fields. The conversion rate was below 1% — meaning the majority of expensive clicks produced nothing.
Our Approach
Every engagement is custom-built for the client's specific situation. No templates, no recycled playbooks. Here's exactly what we did for GTA Home Pros.
We rebuilt the account from scratch: proper campaign structure by service type (HVAC, plumbing, electrical), exact and phrase match keywords with a comprehensive negative list, call tracking with recording capability, and Smart Bidding configured with sufficient conversion data. Wasted spend dropped by 60% in the first month while maintaining total lead volume.
We designed and built three service-specific landing pages — one per core service — with trust signals above the fold, 3-field contact forms, customer testimonials, and service area maps. Conversion rate improved from 0.9% to 4.3% across all paid traffic.
We rebuilt all three Google Business Profiles, implemented a post-service review request sequence, and established a weekly GBP posting schedule. Within 60 days, review count grew from 34 to 89 across all profiles, and map pack positions began recovering.
Citation cleanup across 45 directories, local keyword optimisation on all service pages, and a hyperlocal content strategy targeting city-specific service searches across the GTA service area.
Search Position Data
Tracked via Google Search Console and Semrush across the full campaign duration. Every position is verified and attributed.
Source: Google Search Console · Semrush
Positions reflect end-of-campaign data
Keyword
Before
After
Δ
hvac repair mississauga
plumber brampton
hvac toronto
emergency plumber gta
electrician mississauga
ac repair toronto
+21 positions
Avg. rank improvement
6/6
Keywords on page 1
5 keywords
Top 3 rankings
Final Outcomes
4.2×
ROAS (Google Ads)
-54%
Cost per booked job
+200%
Monthly lead volume
Map #1
6 primary home service terms
4.3%
Landing page conversion rate (from 0.9%)
90 days
To initial results
Performance Overview
Full Campaign DurationROAS (Google Ads)
4.2×
Cost per booked job
-54%
Monthly lead volume
+200%
6 primary home service terms
Map #1
"We were spending a lot on Google Ads and getting almost nothing back. Outlier rebuilt everything, and within 90 days we were booked out 3 weeks in advance for the first time ever. The transparency in their reporting alone was a revelation compared to what we'd experienced before."
Marco Deluca
Owner, GTA Home Pros
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