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Home / Case studies / Smartfix
Smartfix Electrical & Air ConditioningCase study · Google Ads management

How Smartfix got 23% more booked jobs from tighter Google Ads.

Smartfix provides electrical and air conditioning services. Their Google Ads leaned on broad match and automated campaign types, and bidding was chasing raw lead volume. We rebuilt the account around a tightly structured exact match setup, then fed booked jobs from their CRM and call tracking software back into Google Ads, so bidding works towards the jobs that actually book.

The results

23%more booked jobs, year on year
7%lower cost per booked job

Year on year, measured on booked jobs, not leads.

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What Smartfix says, word for word from Trustpilot
Matthew Crouch | SmartfixHead of Marketing & Brand, Smartfix
Verified

Strategic, steady and highly skilled SEM Expert

We have worked with Jeremy as our SEM partner for just over 9 months now and he has been a standout contributor to our digital marketing performance.

When he came on board, our Google Ads account had been a mess for some time, and whilst prior partners had shared good ideas and shown promise, little had actually changed. Jeremy brought clarity, structure and deep platform knowledge from day one. He is not just technically capable, he is commercially minded, easy to work with, and calm under pressure.

Over the last 9 months he has helped us constantly refine and improve our ROAS. If you are looking for a Google Ads consultant or SEM specialist who genuinely knows their stuff, does not overcomplicate things, and can integrate seamlessly with internal teams, Jeremy is the real deal. Highly recommend.

Business name
Smartfix
What they do
Electrical & air conditioning services
What we did
Google Ads management
Systems we connected
CRM & call tracking software
Bidding now optimises to
Booked jobs
The problem

Plenty of leads. Not enough of the right ones.

For an electrical and air conditioning business, a lead is only worth something if it turns into a booked job. Some enquiries become paying work. Plenty don’t.

Smartfix’s Google Ads leaned heavily on broad match and automated campaign types, which hand Google a lot of say over which searches trigger an ad. And bidding was optimising to raw lead volume: every call and form counted the same, whether it became a booked job or not.

So Google did exactly what it was told. It went looking for more leads, with no way of knowing which of them turned into work.

What we did

Four changes, from match types to bidding.

Tighter control first, then better data, then letting Google’s bidding do what it’s good at.

Pulled back from broad match and automation

What we found

Much of the account running through broad match and automated campaign types, where Google decides which searches to show up for.

What we changed

We restructured the account to rely far less on broad match and automated campaign types, so Smartfix decides what they’re paying to show up for.

Built a tightly structured exact match setup

What we found

Too little control over which searches were matched to which campaigns and ads.

What we changed

We built a highly structured exact match campaign setup, so the searches Smartfix wants land in the right campaign with the right ad, and much less is left to Google’s interpretation.

Imported booked jobs from the CRM and call tracking

What we found

No link between Google Ads and the jobs Smartfix actually booked.

What we changed

We built an automated workflow that combines Smartfix’s CRM data with their call tracking data and imports booked job volume back into Google Ads, against the campaigns that drove it.

Let bidding run on booked jobs only

What we found

Bidding optimised to raw lead volume, so every lead looked equally valuable.

What we changed

We let the bidding algorithms make decisions purely on booked job data. With far better conversion signals to learn from, Google started finding better quality leads overall.

Closing the loop

How booked jobs get back into Google Ads.

The path a job takes now, from the first search to the bid on the next one.

  1. Google AdsSomeone searches and clicks

    An exact match keyword shows the right ad for what they searched.

  2. Call trackingThey call Smartfix

    Call tracking software logs the call and which ad and campaign it came from.

  3. CRMThe job gets booked

    Smartfix’s team books the job in their CRM, as usual.

  4. AutomationCRM and call data are combined

    Our workflow matches booked jobs to the calls that created them.

  5. Google AdsBooked jobs are imported

    Booked job volume goes back into Google Ads against the right campaign.

Then back to step 1: bidding decides on booked jobs, not raw lead volume.

Why this meant better leads.

Google’s bidding learns from whatever you count as a conversion. Count every lead, and it gets very good at finding leads, including the ones that never book. Count only booked jobs, and it learns what a booked job looks like.

Once Smartfix’s booked job data was flowing back into Google Ads, we let the bidding algorithms make decisions purely on that data. The signal was far better, lead quality went up, and booked jobs rose 23% year on year while the cost of each one fell 7%. Our conversion tracking guide covers how to set up imports like this.

Before: what bidding optimised to
“Someone became a lead.”
Every call and form counted the same.
Now: what bidding optimises to
“Someone booked a job.”
Imported from the CRM and call tracking data, and the only thing bidding decisions are based on.
The results

What changed for Smartfix.

Year on year, Smartfix is booking 23% more jobs, and each one costs 7% less to win. That combination is the point: it isn’t just more volume, it’s better leads.

BeforeNow
Match typesBroad match and automated campaign typesHighly structured exact match
What bidding optimises toRaw lead volumeBooked jobs only
Booked jobs in Google AdsNot visibleImported automatically from the CRM and call tracking
Lead qualityEvery lead counted the sameBetter quality leads overall
Next case study: AGG Doors27% more bookings year on year, with a video from co-owner Josh Martin. Read Smartfix’s review on TrustpilotAlong with every other review of Paid Media Plus.
Want the same setup?

The work behind this case study.

Google Ads managementSenior-led Search, Performance Max and YouTube for Australian businesses.Explore Google Ads → Conversion tracking guideHow to set up Google Ads conversion tracking you can actually trust, offline conversions included.Read the guide → Account audit guideHow we check an account’s tracking, structure and bidding, including the red flags we look for.Read the guide →

More client work: All case studies   AGG Doors   Sharewise   Client reviews

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