We started with a full account build from scratch. The home services space on Google rewards tight ad/keyword relevance — so we structured campaigns around SWORD's core service lines, ensuring each campaign had a singular focus and clear bidding intent.

• Roofing Replacement campaign: targeting high-intent keywords like "roof replacement near me," "roof installation [city]," "new roof cost estimate" — exact and phrase match only
• Roof Repair campaign: capturing emergency and mid-funnel intent — "roof leak repair," "fix roof shingles," "roof repair contractor"
• Gutters & Siding campaign: separate service line targeting with dedicated ad groups for gutter installation, gutter cleaning, and siding replacement
• Built an extensive negative keyword list (DIY tutorials, competitor names, non-service queries) to eliminate wasted spend from day one
• Set up proper conversion tracking: phone calls (30+ seconds), web form submissions, and click-to-call — giving us full visibility into true lead volume and CPL

In home services, ad copy is the difference between a click and a skip. Homeowners are evaluating multiple contractors simultaneously — trust signals, speed, and local relevance matter more than clever copy. We built a structured ad copy framework that emphasized credibility and urgency.

• Wrote 3–5 headline variations per ad group, rotating through trust-based angles: licensed & insured, local credentials, free estimates, warranty, rapid response
• Implemented all available ad extensions: call extensions, location extensions, sitelinks (Roofing, Gutters, Siding, Free Estimate), callout extensions ("No Hidden Fees," "10-Year Workmanship Warranty," "Family-Owned & Operated"), and structured snippets
• Built RSAs (Responsive Search Ads) with 15 headlines and 4 descriptions per ad group — letting Google's machine learning identify the best-performing combinations for each query
• Improved Quality Scores from 4–5 to 7–9 across core ad groups through tight keyword-to-ad-to-landing-page alignment, reducing average CPC by 23%

With proper campaign structures in place and costs under control, we launched a systematic creative testing framework on Meta. Our goal was to identify the highest-converting ad concepts for SWORD's premium, style-conscious audience. We tested across five distinct creative pillars:

• Built dedicated service-specific landing pages for Roofing, Gutters, and Siding — each with above-the-fold form, Google Review stars, licensing info, and a clear CTA: "Get My Free Estimate"
• Added click-to-call buttons on all mobile pages — capturing phone leads from users who prefer to call rather than fill out a form (phones convert at a higher rate in home services)
• Implemented Google Review snippets and trust badges prominently on landing pages — reducing bounce rate by 27% and increasing form completion rate
• A/B tested form length: a simple 3-field form (name, phone, service needed) vs. a longer 7-field form — the shorter form drove 2.1x more submissions at lower CPL
• Set up call tracking with call recording (Ringba) — enabling SWORD's team to monitor lead quality in real time and providing data for ongoing bid optimization

The short-form estimate request page with Google Review stars above the fold consistently outperformed all other variants — generating the highest lead volume at the lowest CPL across all service lines.

Our efforts for SWORD extended far beyond managing ad spend. It is this holistic, full-funnel approach that makes sustainable, profitable growth possible at scale. As we scaled winning creatives, we collaborated with SWORD's team on a series of conversion and retention initiatives.