Case Study:
500 Leads Per Month
$100 Cost Per Lead in Just 6 Months
Axiom is a fast-growing home services company.
🏠 Roofing Companies
We help roofing contractors generate exclusive leads and fill their pipeline using Google Ads and Facebook Ads designed to dominate your local market.
❄️ HVAC
Run heating and cooling campaigns that convert — especially during seasonal peaks. Our ad strategies drive service calls and quote requests.
🔧 Plumbers & Electricians
Capture high-intent and emergency jobs with search and social ads tailored for urgent plumbing and electrical needs.
💧 Water Damage Restoration / Mold Remediation
Reach homeowners in crisis fast. We build urgent-response campaigns that deliver quick, high-converting leads.
🌿 Landscaping / Lawn Care / Tree Services
Grow your client base with visually engaging ads that target homeowners planning yard upgrades and regular maintenance.
🛠️ Home Renovation and Remodeling
Book premium jobs by reaching homeowners ready to invest in kitchen, bath, and full-home remodels.
🐜 Pest Control
Drive leads from homeowners and property managers dealing with infestations. Our campaigns focus on urgency and local trust
The Challenge
Google Local Service Ads had been performing well, but had reached their limit, and there was no room to scale. Christian needed to prove that Google Ads could deliver qualified leads at a cost that made sense for the business.
With only a small amount of outdated and unstructured campaign data to go off of, Christian quickly realized he’d need to start from square one.
🏠 Roofing Companies
We help roofing contractors generate exclusive leads and fill their pipeline using Google Ads and Facebook Ads designed to dominate your local market.
❄️ HVAC
Run heating and cooling campaigns that convert — especially during seasonal peaks. Our ad strategies drive service calls and quote requests.
🔧 Plumbers & Electricians
Capture high-intent and emergency jobs with search and social ads tailored for urgent plumbing and electrical needs.
💧 Water Damage Restoration / Mold Remediation
Reach homeowners in crisis fast. We build urgent-response campaigns that deliver quick, high-converting leads.
🌿 Landscaping / Lawn Care / Tree Services
Grow your client base with visually engaging ads that target homeowners planning yard upgrades and regular maintenance.
🛠️ Home Renovation and Remodeling
Book premium jobs by reaching homeowners ready to invest in kitchen, bath, and full-home remodels.
🐜 Pest Control
Drive leads from homeowners and property managers dealing with infestations. Our campaigns focus on urgency and local trust
The Strategy
Christian called in the Hutch team to help him revamp and revive Axiom’s Google Ads portfolio. We launched with call-only campaigns, using CallRail tracking numbers to measure results.
Our first target: Axiom’s home base in Portland, Oregon. Early testing revealed that:
Brand campaigns generated too many calls from existing customers, so we shifted to focus solely on new customer acquisition.
Competitive Conque sting campaigns underperformed because the sales team wasn’t equipped to convert customers away from competitors, so we paused those campaigns.
Instead, we concentrated on generic, non-brand keywords, using brand exclusions and negative lists to avoid both Axiom’s name and those of local and national competitors.
The strong initial results in Portland led us to expand into Seattle, Denver, Nashville, and, most recently, Dallas.
Once the custom landing pages were ready, we rolled out regular search campaigns with Responsive Search Ads. Extensive testing helped us strike the right balance: specific enough to attract qualified prospects without restricting volume, but broad enough to scale without attracting unqualified leads.
We also replicated the strategy on Microsoft Ads, manually building campaigns to avoid the disapproval issues caused by automatic imports from Google.
🏠 Roofing Companies
We help roofing contractors generate exclusive leads and fill their pipeline using Google Ads and Facebook Ads designed to dominate your local market.
❄️ HVAC
Run heating and cooling campaigns that convert — especially during seasonal peaks. Our ad strategies drive service calls and quote requests.
🔧 Plumbers & Electricians
Capture high-intent and emergency jobs with search and social ads tailored for urgent plumbing and electrical needs.
💧 Water Damage Restoration / Mold Remediation
Reach homeowners in crisis fast. We build urgent-response campaigns that deliver quick, high-converting leads.
🌿 Landscaping / Lawn Care / Tree Services
Grow your client base with visually engaging ads that target homeowners planning yard upgrades and regular maintenance.
🛠️ Home Renovation and Remodeling
Book premium jobs by reaching homeowners ready to invest in kitchen, bath, and full-home remodels.
🐜 Pest Control
Drive leads from homeowners and property managers dealing with infestations. Our campaigns focus on urgency and local trust
The Results
Six months in, and Axiom’s campaigns are now meeting their cost-per-lead targets with no signs of slowing down. To take optimization further, we’re building a data warehouse that’ll push actual revenue data from their CRM into the ad platforms, allowing us to optimize for ROI rather than CPL.
While that project is underway, our data specialist built a system to log every form submission with tracking parameters. Combined with CallRail call recordings, this allows us to monitor lead quality and attribution in real time.
Since launching in March, Axiom’s lead volume has grown month over month, and its CPL continues to drop. August was our best month yet, with over 451 leads at an $82 CPL (their goal was $100 or better). Thanks to Christian’s smart moves and a lot of hard work from the Hutch team, they’re back on track to healthy, sustainable growth.
Ready to Own Your Leads?
You built your company on skill and sweat. Let us fuel its next phase with a predictable stream of high‑quality jobs.
🏠 Roofing Companies
We help roofing contractors generate exclusive leads and fill their pipeline using Google Ads and Facebook Ads designed to dominate your local market.
❄️ HVAC
Run heating and cooling campaigns that convert — especially during seasonal peaks. Our ad strategies drive service calls and quote requests.
🔧 Plumbers & Electricians
Capture high-intent and emergency jobs with search and social ads tailored for urgent plumbing and electrical needs.
💧 Water Damage Restoration / Mold Remediation
Reach homeowners in crisis fast. We build urgent-response campaigns that deliver quick, high-converting leads.
🌿 Landscaping / Lawn Care / Tree Services
Grow your client base with visually engaging ads that target homeowners planning yard upgrades and regular maintenance.
🛠️ Home Renovation and Remodeling
Book premium jobs by reaching homeowners ready to invest in kitchen, bath, and full-home remodels.
🐜 Pest Control
Drive leads from homeowners and property managers dealing with infestations. Our campaigns focus on urgency and local trust
No long‑term contracts. No empty promises. just results—or we work for free.
Hutch is a boutique marketing agency focused on turning online searches and social scrolls into ringing phones, signed estimates, and fully booked calendars for trades and professional practices.
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