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Case study · Google Ads managementAGG Doors services, repairs and installs garage doors right across Melbourne. Their Google Ads were running, but bookings and revenue had stopped growing. We rebuilt the account, fixed the tracking, and connected their CRM and call tracking software so every booked job can be traced back to the campaign that drove it.
As Josh Martin, co-owner of AGG Doors, says in his video.
Josh Martin, co-owner of AGG Doors, on working with us.AGG Doors lives and dies on booked jobs. A call only matters if it turns into a technician at someone’s garage, and some jobs are worth a lot more than others.
Google Ads was live and the budget was being spent, but bookings and revenue had stopped growing. And with bookings sitting in their CRM and call data sitting in their call tracking software, there was no way to see which campaigns were actually producing paying work.
That blind spot cost more than reporting. Google’s automated bidding and Performance Max only learn from the conversions you give them. Without booking data, they could optimise towards leads, but had no way of knowing which leads became jobs.
“They took time to understand our margins, our best suburbs, and which jobs we actually want.”
Arthur Martin, Marketing Manager, AGG Doors (on Trustpilot)
Each one made the next one work better. The last one is where the real change came from.
A structure that made it hard to see, or steer, where the budget was going.
We rebuilt the Google Ads account from the ground up, around the jobs AGG wants most and the parts of Melbourne they serve, so spend can be pointed at the profitable work.
Conversion tracking issues, so Google Ads was reporting on (and bidding towards) numbers that didn’t match what was really happening.
We fixed the tracking and cleaned up the conversion actions, so the numbers in Google Ads can be trusted and only the actions that matter feed bidding. (Our conversion tracking guide covers how we approach this.)
Ads sending people to pages that weren’t the best fit for what they’d searched for.
We pointed campaigns at the pages on AGG’s site that convert best for each search, so more of the clicks they pay for turn into calls and bookings.
No link between a click and a booked job. Bookings lived in the CRM, calls lived in the call tracking software, and Google Ads saw neither.
We set up workflow automations that pull booking data out of AGG’s CRM, match it against the call tracking logs and tie each booking back to the Google Ads campaign that drove it. Google Ads now learns from booked jobs, not just leads.
This is the piece most service businesses are missing. Here’s the path a job takes now.
A homeowner searches, sees the ad and lands on the right page.
Call tracking software logs the call and which ad and campaign it came from.
AGG’s team books the job in their CRM, like they always have.
Our workflow pulls bookings out of the CRM and matches them to the call tracking logs.
The booking is credited to the campaign that drove it.
Then back to step 1: bidding learns what a booked job looks like, and finds more of them.
Performance Max and Smart Bidding are only as good as the conversions you feed them. Optimise to calls and form fills, and Google gets very good at finding people who call and fill in forms, including the ones who were never going to book.
Optimise to booked jobs, and it learns to find people who book. Once AGG’s booking data was flowing back into Google Ads, automated campaigns like Performance Max had a far better signal to work with, and they started performing much better. Our Performance Max guide goes deeper on this.
Year on year, AGG Doors is taking 27% more bookings, and the average order value is up 42%. Behind those numbers is a change in what Google Ads works towards: it used to chase leads, and now it chases booked jobs, with every one traced back to the campaign that produced it.
Arthur MartinMarketing Manager, AGG DoorsAs a business, the biggest thing with Paid Media Plus is trust.
They took time to understand our margins, our best suburbs, and which jobs we actually want. That means the leads coming in now are the ones we can close and make money on.
Communication has been solid - we get straight answers and proactive ideas, not excuses. They've become part of the team, not just a vendor.
If you're looking for paid ads done by people who get service-based businesses, I'd put you onto them.
Arthur M.
Watch Josh’s videoThe co-owner of AGG Doors on working with us, in under a minute.
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