45 years in El Paso, and the website could not take a booking

Paid traffic was being sent to a site with no conversion path beyond a phone number, in a market where 27% of home-services calls go unanswered. The account was buying clicks into a dead end. Every dollar of paid spend depended entirely on someone answering a phone. With no booking form, no financing offer and no after-hours capture, the effective conversion rate was capped by staffing hours — not by ad quality.

Audited September 2026: No blog, no city landing pages, no online booking, no financing offer, no service-area pages. Service areas appear as plain text only. The thinnest digital footprint in the Texas book despite being the second-oldest company in it.

Days 0–14: Audit, conversion tracking rebuilt, negative keyword purge, campaign restructure by intent and line. Split branded and non-branded into separate campaigns so a $34 branded CPL stops flattering the $149 non-branded number. Rebuilt the negative keyword list from a search-terms audit — 25% of Google Ads accounts have never added a single negative, and accounts that use them convert at 13.0% against 4.6%.

Days 0–14 — Audit, conversion tracking rebuilt, negative keyword purge, campaign restructure by intent and line. Days 15–45 — Landing pages shipped, Local Services Ads or quote path live, call tracking and missed-call recovery in place. Days 46–90 — Budget reallocated on booked-job data rather than lead data; bid strategy set against seasonality.

The programme was run against four targets: Non-branded cost per lead from $227 to $154 (-32%); Lead-to-booked-job rate from 30.8% to 40.7% (+10 pts); Cost per booked job from $736 to $379 (-48%); Share of spend on non-converting search terms from 34% to 11% (-23 pts). These are the targets the work was set and measured against, derived from the published category benchmarks cited on this page — not figures reported back from Kings Aire's systems. Measured results replace them here as reporting is reconciled.

No, and any agency that guarantees a number is selling you something. Every benchmark on this page is published by a named third party with a live source link, and every figure we report is reconcilable against the raw exports listed under proof — the ad platform change history, the call recordings, and the client-side booking or policy export. That is the standard we hold ourselves to, and it is the standard you should hold any agency to.

Kings Aire runs at the Essential tier — $1,500/mo, covering PPC. Tier is set by the number of markets, the number of service lines and the reporting cadence, not by hours. Scope is agreed before anything is committed.