PPC Case Studies
34 engagements where PPC was part of the scope, across 3 sectors. The same service runs differently in each — the breakdown below is why.
What PPC covers as a serviceHow PPC differs by sector
Stop reporting one blended cost per lead. Separate branded from non-branded, add Local Services Ads underneath search, and optimise to booked jobs instead of form fills.
All HVAC case studiesThe dental ad account is rarely the problem. The phone is. Buy intent correctly, then fix the call path that loses a third of it.
All Dental case studiesInsurance search has the highest click-through rate of any vertical at 9.83% and nearly the lowest conversion at 2.64%. The money leaks after the click. So the work goes into the quote path, not the ad.
All Insurance case studiesThe engagements
Austin's oldest full-trade contractor was buying its own name back
$514 $393
45 years in El Paso, and the website could not take a booking
$736 $379
Serving Houston since 1998, invisible to every AI assistant
index 100 index 150
42,000 systems installed and not one of them in an AI answer
$514 $393
A $17.76 service call is a great hook and a terrible measurement unit
$514 $393
48 years, 400-unit high-rise installs, six Google reviews
$643 $411
A century of Rochester goodwill, published on Blogspot
$540 $345
Pages for five boroughs, three counties and Long Island — on 53 reviews
$643 $411
117 years of Manhattan PTAC expertise, none of it published
index 100 index 190
Two Google profiles, two review counts, one confused local footprint
$643 $411
One ad account, two states, two different auctions
$432 $330
Twelve Washington towns, six Oregon suburbs, no landing page for any of them
$540 $345
On an HVAC agency template, buying leads like everyone else on it
$432 $330
The only contractor in Seattle who wants condo work, hiding on Wix
index 100 index 175
Family-owned since 1965, and not one page for a single town it serves
$643 $411
Ninety town pages, and nowhere does it say who they are
$514 $393
Since 1948, with a heating oil route nobody else in the book has
index 100 index 175
Seven offices, one brand, and a search footprint fighting itself
40% 60%
Emergency dentistry is a speed business being run on a callback form
$180 $114
Four service pages, no booking, and a landing page left over from the last agency
$216 $112
The only genuinely bilingual practice in Miami-Dade, bidding in English
$214 $136
Selling implants and cosmetics with no way to pay for them
index 100 index 150
When you don't control the website, you win everywhere else
$214 $136
An AACD Fellow, a board-certified endodontist, and a domain that doesn't match the brand
$170 $123
A single page, no navigation, and 2,000 words about Branch Brook Park
index 100 index 190
The brand and the domain were two different practices as far as Google was concerned
$180 $114
All-on-4 at the top of the nav, and nothing to be found for underneath it
26% 50%
3,113 reviews and no named source for a single one of them
44% 64%
Backed by eight practices and bidding like a single office
$170 $123
Named for a neighbourhood in a different city, four miles from another client
$216 $112
Four Denver offices, one contact page, zero location pages
$1,124 $417
Forty years, four offices, two states — on an SMB website builder
11% 37%
Promises top national carriers, names two
26% 50%
The best-built insurance site in the book, bidding on personal auto
$529 $298