ProfitFill Case Study

4-Star Electric
Alberta Canada

Spend Better

Book a demo

Case Studies: Copeland Home Services

Case Study: How a Google Ads Cleanup Drove Higher-Quality Revenue for Plumbing & Electrical Services

The Situation

When we took over this Google Ads account, both the Plumbing and Electrical departments were underperforming.

Despite steady ad spend, CPA was high, ROAS was weak, and the sales team consistently complained about poor lead quality.

In short: the account was generating activity, but not revenue.

What the Audit Revealed

A deep audit quickly showed that the problem wasn’t demand — it was relevance.

The campaigns were triggering for a large number of irrelevant searches, including roofing-related terms (a service the business doesn’t even offer). On top of that, competitor brand searches were consuming budget without producing quality leads.

Even worse, branded search traffic was mixed into non-brand campaigns, artificially inflating performance and hiding how poorly non-brand was actually doing. Broad match keywords and automated expansion features further diluted intent.

The result: spend was scattered, data was misleading, and Google Ads had no clear signal of what a good lead actually looked like.

The Strategy

Instead of adding complexity, we did the opposite: we simplified and cleaned house.

The focus was on regaining control and rebuilding the account around intent:

  • Broad match keywords were removed
  • Automated expansion features (AI Max) were disabled
  • All competitor terms were excluded
  • Brand search was separated into its own dedicated campaign
  • Budgets were reallocated to high-intent, service-specific keywords only

This reset allowed Google Ads to stop guessing and start optimizing toward real demand.

Capitalize on what’s working.
Stop what isn’t.

ProfitFill uses machine learning to automate your digital advertising towards profit.

Book a Demo Today

Results After 30 Days

Plumbing | Search

Conversions increased to 115 (+18.7%), while cost per conversion dropped to $127 (–29.9%).

Conversion rate more than doubled to 25.44% (+130%), even as total spend decreased by 16.7%.

Electrical | Search

Conversions jumped to 59 (+51.3%), with CPA reduced to $124 (–20.4%).

Conversion rate improved to 20.0% (+56.4%), driving a strong increase in revenue.

Why This Worked

The improvement didn’t come from higher bids or more traffic — it came from precision.

By removing irrelevant searches and isolating real service intent, spend was finally concentrated on users who were actively looking for plumbing and electrical services. That meant fewer wasted clicks, better conversations for the sales team, and significantly higher revenue per lead.

Key Takeaway

For home service businesses, performance often improves not by adding automation, but by removing noise.

A clean structure, tight search term control, and clear separation between brand and non-brand can dramatically outperform bloated, automation-heavy setups.

Why Choose ProfitFill?

Make More Money

Don’t let your most profitable hours sit empty. ProfitFill fills your schedule’s final jobs with high-converting leads

Data-Driven Targeting

ProfitFill knows which keywords and zip codes bring in more profit to your business. It automatically throttles better performing ads up and less profitable ads down.

Capacity Ad Throttling

ProfitFill reads your current capacity for each business unit and throttles your ad spend to get you only the jobs you need, when you need them.

Partner with ProfitFill and transform your approach to marketing—where data meets profitability, every time.

book a demo

ProfitFill automates your digital advertising towards profit.

Earn more profit by filling every last job on your schedule.

ProfitFill integrates with your scheduling software—like ServiceTitan—to intelligently manage your Google Ads based on real-time capacity. When your team has open availability, we increase ad visibility to bring in more leads. When your schedule is full, we pause campaigns to prevent unnecessary spend. The result? No wasted budget, no guesswork—just the right leads at the right time.

Learn more