Specialist intent surfaced at 67 dollars per lead, the best in the account
Resourcifi split two flat Search campaigns into General and Core intent and let bids find their own conversion rate, revealing specialist wall and attic work as the higher margin lead engine.
What R & R Insulation needed to solve.
R & R Insulation ran two undifferentiated Search campaigns, General and Core, at flat bids, making it impossible to tell which insulation intent was the better lead engine. The question was whether general home insulation or specialist wall and attic work produced higher margin leads. The brief was to surface the stronger source.
- Separate general versus specialist insulation intent
- Find the lower cost per lead source
- Surface the top converting service zones
- Set up a Q2 budget tilt toward higher margin work
Resourcifi split the keyword set into General and Core campaigns and let bids find their own conversion rate, surfacing Core specialist intent as the efficiency winner at 67 dollars per lead.
How we ran the paid program.
Intent split
General versus Core campaigns separated bids, revealing Core as the efficiency winner at 67 dollars per lead versus 94 dollars for General.
Geographic surface
Olalla, Manchester, and Shelton rose as the highest converting service zones.
Mobile and phone bias
13 of 18 conversions came from mobile devices, validating a phone led local service flow.
Specialist intent won on efficiency.
The numbers the work moved.
18 leads at 83.96 dollars each, with the specialist Core campaign converting at 67 dollars, setting up a Q2 budget tilt toward higher margin work.
The tools behind the work.
Google Ads Search
Drives intent capture across General and Core insulation campaigns
Geographic bids
Concentrates spend on Olalla, Manchester, and Shelton service zones
Intent segmentation
Separates general versus specialist keyword sets to compare conversion rate
Mobile and call tracking
Validates the phone led local service flow that drove most conversions
