CPL Halved for Multi-Location Home Services
Multi-Location Home Services Brand
$52
CPL
-45%
270
Monthly Leads
+60%
$220K
Est. Monthly Revenue
The Challenge
A multi-location home services business had volatile CPL and inconsistent lead volume. Crews were idle some weeks and overbooked others.
Our Strategy
Character Strategy rebuilt the account by splitting campaigns by service type and ZIP code profitability, tightening match types, and removing DIY and price-shopping queries. Call-focused landing pages emphasized urgency, licensing, and availability.
The Results
- CPL dropped 30-50% within 60-90 days
- Lead flow became consistent week to week
- Revenue stopped swinging with seasonality
Our crews stay fully scheduled now. The consistency alone was worth it.
Jason R.
Operations Manager
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