Case study · Pay per click
$74,000 in a month, traced to the campaigns that produced it
Multi-location HVAC firm · Google Ads and Bing
A single month of call tracking for a multi-location HVAC business. Every inbound call is recorded against the campaign, channel and landing page that caused it, and the revenue from the jobs that were booked is attributed back to the same place.
The month
$74,199
of booked-job revenue attributed to paid campaigns.
The reporting the numbers come from, unedited.
Where it came from
Two paid channels, behaving completely differently.
This is the part a clicks-and-impressions report would have hidden. Google Ads produced the volume. Bing produced the efficiency. Both were worth running, for opposite reasons.
Bing converted four times better
737 calls against Google's 5,428, but a 9.77% conversion rate against 2.28%. Fewer people, far more of them ready to book. On a clicks report, Bing looks like the channel to cut.
Landing pages earned their keep
Traffic sent to dedicated landing pages converted at over 15% and produced more than $10,000 between them - from a few hundred calls.
The free channel still showed up
The Google Business Profile added 191 calls and $1,343 without any ad spend attached to it, which is the argument for running local SEO alongside the ads rather than instead of them.
What it proves
You cannot manage what you are not counting.
None of this is visible in a standard ads dashboard. Google Ads will tell you it produced 5,428 calls and leave you feeling good about it. Only tying each call to a booked job reveals that the smaller channel was carrying a third of the revenue.
That is why call tracking goes in before the campaigns do, on every account we run. The reporting is not an add-on at the end of the month. It is the thing that decides where next month's budget goes.
Next step
Want to know what your ads are actually producing?
A free audit of your campaigns and your tracking: what you are spending, what is coming back, and whether you can currently tell the difference.