Google Ads case study - Ohana Building Services
Improved lead quality and visibility via a refined Google Ads strategy and landing page optimization.About The Client
Ohana Building Services is a Colorado-based property maintenance and facility management company specializing in commercial cleaning, building repair, and maintenance solutions.
They serve a wide range of clients - from local businesses to corporate facilities - focusing on reliability, sustainability, and customer trust.
Business Challenge
Despite a strong local reputation, Ohana’s previous advertising efforts struggled to generate qualified leads. Campaigns lacked targeting precision, keyword optimization, and clear performance tracking.
Challenges identified:
- High ad spend with limited return on investment (ROI)
- Low-quality clicks from broad or mismatched search terms
- Unoptimized landing pages with weak CTAs
- Missing conversion tracking and device-based optimization
Solution
We restructured Ohana’s entire Google Ads account and optimized their landing experience to align with commercial intent:
- Rebuilt keyword strategy around service + location terms (e.g., property maintenance company Denver, commercial building repair Colorado)
- Implemented responsive ad copy focused on service value and trust signals
- Designed and optimized landing pages with clear CTAs and fast load times
- Added conversion tracking, event tagging, and call tracking for transparency
- Refined bidding and device strategy to reduce wasted spend
Pre-Update Data Analysis
Traffic Overview
Before the account restructure, Ohana’s campaigns were generating impressions but lacked meaningful engagement. Most clicks came from broad search terms, and device performance skewed heavily toward desktop users.
Key Metrics Before Optimization:
- CTR: 4.1%
- Conversion Rate: 0.6%
- Average CPC: $4.30
- Cost per Conversion: $690
- Mobile Traffic Share: 31%
- Engagement Rate: 24%
Engagement and Conversions
Post-Update Data Analysis
Traffic Overview
Campaigns achieved consistent growth across Paid Search, Direct, and Organic Search, with a sharp increase in engaged sessions and event counts.
Paid search contributed over 50% of total conversions, supported by high-performing service-specific landing pages.
Engagement and Conversion Performance
After restructuring campaigns and redesigning landing pages, Ohana’s ad performance and lead flow improved dramatically.
The new strategy focused on high-intent local keywords, mobile-optimized CTAs, and data-driven bidding adjustments.
Keyword & Device Insights
Top-performing keywords such as property management & maintenance and commercial building maintenance Colorado delivered CTRs above 10%.
Mobile ad performance improved drastically with faster landing pages and click-to-call functionality.
Mobile Click Share
Business Results
Improved Lead Generation
Lead volume more than tripled within 60 days while maintaining cost efficiency. High-intent keyword targeting ensured that new leads were qualified and ready for service inquiries.
Optimized Ad Spend
Through refined keyword bidding and ad scheduling, Ohana reduced wasted ad spend and improved cost per acquisition by over 70%.
Scalable PPC Foundation
The restructured Google Ads account now provides clear performance insights and room for continuous scaling into new service areas.
