Restoration Company Closes the Tracking Gap

The situation

A restoration and remediation company was running Google Ads across several service categories — water damage, mold remediation, asbestos removal. They had a gut feeling some campaigns were working and others weren’t, but no data to back it up.

The problem wasn’t the ads. It was the gap between a click and a closed job.

What we found

• No call tracking. Phone calls — their primary lead channel — weren’t being tracked or attributed to campaigns.
• Generic landing pages. All service categories pointed to the same page. Someone searching for “emergency water damage” landed alongside someone looking for “asbestos testing.”
• No negative keywords. Searches for DIY, jobs, and educational content were eating budget.

What we built

1. End-to-end tracking system — Call tracking with dynamic number insertion, form submission tracking, and GCLID capture flowing through to their project management system.
2. Service-specific landing pages — Each major service category got its own page with relevant messaging, trust signals, and a single conversion path.
3. Campaign restructuring — Tight keyword themes per service, comprehensive negative keyword lists, and ad copy matching search intent to landing page messaging.

The results

• Full attribution visibility — every lead traceable to its source keyword and campaign
• 32% wasted spend eliminated in the first 30 days through negative keywords and match type corrections
• 2.4x improvement in lead quality as measured by the ratio of leads to booked jobs

The foundation is now in place for ongoing optimization, with clean data driving every decision.