Home Services Franchise Cut Cost Per Lead by 68% Across 12 Locations
A multi-location home services franchise was running separate campaigns for 12 locations with inconsistent lead quality and a combined $120K monthly spend. Smart Marketer unified their targeting with behavioral intent data — cutting cost per lead by 68% while improving quality across every market.
The Challenge
A multi-location home services franchise — HVAC, plumbing, and electrical — was running separate Google Ads campaigns for each of its 12 locations. Total monthly spend exceeded $120,000, but lead quality varied wildly.
The franchise needed consistency: qualified homeowner leads at every location, every month.
What We Did
We replaced keyword-based targeting with homeowner intent data — identifying residents actively researching HVAC replacement, plumbing issues, and electrical upgrades within each franchise territory.
Geo-Fenced Intent Audiences
Built location-specific audiences of homeowners researching home services within each franchise territory — no overlap, no wasted impressions outside the service area.
Service-Specific Segmentation
Separated audiences by service intent: HVAC leads went to HVAC campaigns, plumbing leads to plumbing campaigns. No more generic home services ads for everyone.
Centralized Dashboard
Gave franchise HQ real-time visibility into lead volume, cost, and quality across all 12 locations — standardizing performance for the first time.
Results
Every franchise location finally had a predictable, affordable lead pipeline built on real homeowner intent. The underperforming locations caught up to the top performers, and the franchise group reinvested the savings into two new market launches.
“We went from 12 separate campaigns bleeding money to one unified strategy that cut our cost per lead by 68%. Every location is performing now.”
Amanda Reeves — VP of Marketing
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