152% Increase in Google Ads PPC Phone Calls MoM
In May, I felt more confident in the account structure, so I pitched to my client that I could increase their leads while keeping the cost per lead roughly around the same as April, even with the budget change. Phone call clicks directly in Google Ads were 83 in May 2026, up from 33 in April. Not only was that a 152% increase in phone call leads, but the CPA actually decreased slightly MoM from $60.34 in April to $58.28, even after I increased our CPC bids to get more leads.
Here is that case study
Structure Matters
The biggest change I made for their PPC strategy was rebuilding everything from the ground up. Every campaign I built was tight via the campaign and ad group relationship. For example, I have a Swamp Cooler Campaign with ad groups around “company, grand junction, near me, and more,” all built together. Having that control allows me to change my bids then / check each campaign’s performance, and measure it against the goal of more phone calls.
Before I rebuilt everything, they had campaigns that were a mix of brand search and different match types. Having brand keywords in campaigns will skew your results, since those tend to convert higher than non-brand keywords. On top of that, having different match types made adding negative terms more difficult, so that required a complete rebuild.
What Was Done
Discussed with the Client
My client is an HVAC company with different price points for its services. Based on the call, I went all in on campaigns that would result in higher services, like swamp cooler replacement and installation
Soft Launch in April
I used April to soft-launch the new account. I had limited budget for the campaign to see what terms to add as negative, what ad copy to improve based on the score, and what new terms to add to the campaigns
Daily Negatvies
Each day, I went into their Google AdWords account and reviewed the search terms report. From there, I would then add a negative either to the campaign or the shared negative list.
Ad Copy Changes
Google lets me know if I’m losing clicks because my ad copy’s relevance score is low. On an ongoing basis, I would use ChatGPT and Copilot to rewrite the ad copy to make it more click-worthy to users
Increased the Max CPC Bids
Google also showed me what campaigns were limited by their daily budget. After discussing this with my client, I went ahead and increased the max cps from $8 to $16 for most of the accounts to get more leads
Local SEO Insight
I’ve been working on their local SEO strategy for a year, so I already had historical heat map rankings for their core services. With that information, I was able to add the missing words I knew were important from the Local SEO strategy directly into Google Ads and vice versa.
Final Thoughts
Google AdWords Management, along with SEO, is the winning formula for my clients in 2026. Both platforms are a necessity becausenecessity because, at the end of the day, we are looking to generate more leads. Seeing the data in Google Ads allows me to incorporate it into the Local SEO strategy, and PPC gives me faster insights while delivering more leads to my client via phone calls.