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Google Ads rebuilt around booked revenue. Campaigns for repairs, replacements, and tune-ups, with call tracking on the searches that turn into jobs.
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Home services · HVAC · Case study
$16,520 in ads. $74,905 in booked jobs.
Bob Boldt HVAC is a family heating and cooling company in Eagan, Minnesota. We run their Google Ads and SEO, and we built the tracking that follows every ad dollar through to the jobs it books in their scheduling system. The numbers on this page come from their own job records, not a marketing report.
The situation
A busy ad account that nobody could grade.
Where they started
They were spending close to $6,000 a month on Google Ads and getting eight new customers out of it, about $737 each against a $200 target.
The account had Display and Search Partners switched on, broad match with 21 negative keywords holding it back, and one campaign covering every service. Some clicks were costing $200.
The real problem
Cleaning up the account was the easy half. The harder issue was that Google had no idea which clicks turned into work.
It was optimizing toward phone calls and form fills, and in heating and cooling plenty of those calls are an existing customer asking about a part. The budget was chasing activity instead of jobs.
What we changed
Every morning, the jobs booked in their scheduling system go back to Google with the dollar amount attached, matched to the click that started them.
Then we told Google to bid on booked jobs instead of calls. The budget started moving toward the searches that end in scheduled work.
The same ad budget, three months later: $74,905 in booked jobs, matched click by click.
The results
What it did.
4.5x
Return we can prove: $74,905 in booked work from $16,520 in ads, matched job by job over three months.
83
Booked jobs tied to a specific Google ad click, at $199 of ad spend each. Jobs we cannot match to a click are left out, so the real number sits higher.
$900+
Average value of a job the ads booked: $74,905 across 83 matched jobs, tune-ups through replacements.
$0
Spent on tracking software. The whole loop runs on the ad platform's own free plumbing plus code we wrote.
Figures from ServiceTitan job records matched to Google Ads click IDs, May 1 to July 31, 2026.
The work
What we built.
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A closed loop from their scheduling system back to Google Ads. When a job books, the job and its dollar value flow to Google automatically, every morning.
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Bidding pointed at booked jobs instead of clicks. Google spends the budget chasing the searches that end in revenue.
04
SEO on the site alongside the ads, so the company shows up in both the paid and organic results across its service area.
★★★★★
“Joe and his team really feel like an extension of our team and know that our investments and performance are in great hands. Can’t recommend him enough if you are looking for true data driven results!”
Jess Marketing team, Bob Boldt HVAC