LOCAL SERVICES · GOOGLE ADS
44 Calls in 30 Days: Google Ads Restructure Wins
A Greater Toronto Area local services brand consolidated a bloated Google Ads account into three intent tiers and more than doubled qualified calls in one month.
6 min read
THE CHALLENGE
Where They Started
The client came to us with a Google Ads account that looked busy on the surface but was leaking budget in every direction. 474 ad groups spread across multiple campaigns, with spend fragmented so thin that no single ad group had enough conversion data for Google's machine learning to optimize against. The account ran on autopilot with no clear hierarchy between high-intent and low-intent searches.
For a pay-per-call business in a competitive local services market, cost per call and conversion rate were too weak to scale. Every dollar wasted on impressions that did not convert was a dollar that should have been buying calls.
Project Overview
IndustryLocal Services
LocationGreater Toronto Area, Canada
ServicesGoogle Ads management, account restructure, conversion tracking
Timeline30 days (Apr 21 – May 20, 2026)
Primary Goal
More qualified calls at a lower cost per call
WHAT WE DID
The Strategy
01
Three Intent-Tier Campaigns
We replaced dozens of campaigns with three focused structures: emergency and immediate-need searches (highest intent, highest bids), scheduled and planned searches (medium intent), and branded plus defensive terms (high intent, controlled cost).
02
Ad Groups by Service Type
Inside each campaign, ad groups were consolidated by service type instead of keyword variation. Each group finally had enough conversion volume for Smart Bidding to learn from.
03
Qualified Call Tracking
We rebuilt conversion tracking to count only qualified calls over 60 seconds as conversions, so the bidder optimized for real leads, not misclicks or hang-ups.
04
Negatives and Geo-Fence
We cleaned negative keyword lists and applied a tight geo-fence aligned with the client's actual service area, cutting waste from out-of-area clicks.
THE RESULTS
What Changed
The summary graphic in the hero shows headline KPIs after restructure. The table below is the only place with full before and after numbers for the same 30-day windows.
| Metric | Before | After |
|---|---|---|
| Conversions (30 days) | 20 | 44 |
| Cost per call | $19.55 | $12.78 |
| Conversion rate | 16.39% | 27.16% |
| Impressions | 1,583 | 3,162 |
| Total spend | $391.03 | $562.30 |
KEY TAKEAWAYS
What This Proves
Structure Should Match How Bidding Works
The lesson is not that fewer ad groups always win. Account structure should match how Google's bidding works in 2026, which means consolidating signal, not spreading it across hundreds of thin groups.
Legacy Accounts Often Spread Signal Too Thin
Many older Google Ads accounts were built when manual bidding and granular control were best practice. Smart Bidding now rewards accounts that give it enough conversion data to learn from.
A Restructure Threshold for Local Services
If your Google Ads account has more than about 50 ad groups for a single-location local services business, there is almost certainly a restructure opportunity worth auditing.
Frequently asked questions
- What was the project timeline?
- 30 days (Apr 21 – May 20, 2026)
- What services were used?
- Google Ads management, account restructure, conversion tracking
- What was the primary goal?
- More qualified calls at a lower cost per call
- How can I get similar results?
- Start with a free strategy audit. We analyze your market, goals, and current setup, then outline a tailored plan. Book a call to get started.
Get a Google Ads Audit
We'll review campaign structure, conversion tracking, and search intent, then show where spend is leaking and what to fix first.