Gutter Business Case Study: Cost per Lead Dropping by 70%

A local gutter cleaning & repair business needed a fall campaign that produced real leads, not inbox noise.

Challenge

Their prior search campaign was expensive and messy, with cost per lead hovering near $300.

Approach

We rebuilt the funnel and let Performance Max do its thing, safely.

Landing page revamp: Clear value props, social proof, and a multi-step form that deterred bots while staying easy for real customers.

Smart friction: Added validation, step gating, and intent qualifiers to cut junk submissions.

Clean conversion tracking: Ensured Pmax had reliable signals without inflating counts with spam.

Results

✅ 8 qualified conversions attributed to Performance Max

✅ Average cost per conversion so far is $70, down from $300 on the legacy search campaign

✅ Better signal quality: Pmax learned faster with cleaner data, improving spend allocation and lead quality

Why it worked

Performance Max is powerful, but it's picky. If your landing page and tracking are sloppy, Pmax happily optimizes for spam. By tightening the form and measuring real intent events, we gave the algorithm the right breadcrumbs—so it found more customers and fewer bots.

Takeaway

You don't need to outspend competitors if you out-signal them. Clean landing pages + intentional friction + accurate conversions = cheaper, better leads.

🚀 Want similar results for your local business? Let's talk!