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Google Ads for a US service business: 4.8x ROAS in 30 days
How our team restructured a service business's Google Ads account to grow conversions while cutting the cost of each one.
4.8x
Return on ad spend
+32%
Conversions in 30 days
29%
Lower cost per conversion
Anonymised past work by our team. Brand details withheld.
In short
How did a service business reach 4.8x ROAS with Google Ads?
This Google Ads case study shows a US service business reaching a 4.8x return on ad spend in 30 days. Our team split brand and non brand search, added Performance Max, tracked real conversions and optimised weekly, lifting conversions 32% while cutting cost per conversion 29%.
The challenge
Service businesses often run Google Ads in a single campaign where brand searches, generic searches and low intent clicks all share one budget. The account looks busy, but it is hard to tell which searches bring paying customers and which only spend money.
Without clean conversion tracking, Google's automated bidding learns from the wrong signals. Budget drifts toward cheap clicks instead of calls and form fills, and the cost of each lead creeps up month after month.
The goal for this account was simple to say and hard to do: more booked enquiries from search, at a lower cost per conversion, without simply raising the budget.
The goal
Get more booked enquiries from search without raising the cost of each lead.
What we did
Step 1
Split brand and non brand search
Brand terms and generic service searches were run as separate campaigns, so budget for new customers was never mixed with people already looking for the business.
Step 2
Added Performance Max
A Performance Max campaign ran alongside search to reach buyers across Google's network, measured on the same conversion goal.
Step 3
Optimised for conversions, not clicks
Bidding, keywords and budgets were tuned against tracked conversions and cost per conversion, reviewed weekly.
Results
Over 30 days the account reached a 4.8x return on ad spend, with conversions up 32% and cost per conversion down 29%.
Real dashboard screenshot from the account, anonymised.
- 4.8x ROAS
- Every $1 spent on ads returned about $4.80 in tracked conversion value during the period.
- +32% conversions
- A third more tracked enquiries in 30 days, from the same channel.
- 29% lower cost per conversion
- Each lead cost noticeably less, so the same budget could buy more booked work.
Key takeaways
- Separate brand and non brand search so you can see what new customer acquisition really costs.
- Fix conversion tracking before trusting automated bidding.
- Performance Max works best alongside search, measured on the same conversion goal.
- Review search terms and budgets weekly; small changes compound over 30 days.
How to improve ROAS on Google Ads for a service business
- 1
Audit tracking
Confirm calls, forms and bookings are tracked as conversions in Google Ads and Analytics.
- 2
Split campaigns
Run brand, non brand and Performance Max as separate campaigns with their own budgets.
- 3
Tighten keywords
Focus on high intent service searches and add negative keywords for irrelevant queries.
- 4
Bid for conversions
Switch to conversion based bidding once enough conversions are recorded.
- 5
Optimise weekly
Shift budget toward campaigns with the lowest cost per conversion and refresh ads that lag.
Frequently asked questions
What is a good ROAS for Google Ads?
It depends on margins, but many businesses aim for 3x to 5x. A 4.8x ROAS means about $4.80 in tracked value for every $1 of ad spend.
How long does it take to improve Google Ads results?
Clear changes often show within 30 days once tracking and campaign structure are fixed, as in this case study. Bigger gains build over several months.
Should service businesses use Performance Max?
It can help when run alongside search campaigns with accurate conversion tracking, so Google optimises for real leads.
Why split brand and non brand campaigns?
Brand searches convert cheaply and can hide the true cost of winning new customers. Splitting them gives honest numbers and better budget control.
Can you do the same for my business?
Results vary by market and budget, so we never promise the same numbers. A free audit shows where your account can improve.
Want results like this?
Learn about our Google Ads management and Home services marketing, or get a free audit of your account.