How Top Notch Electrician turned three ad channels into ~500 leads a quarter.
A North Texas electrician was spending across Google, Local Services Ads, and Facebook — but nobody could see which channel actually worked, or what a lead really cost. We instrumented all of it, cut the dead weight, and built a lead engine that now runs at about $42 a lead.
Spending on three channels. Flying blind on all three.
Top Notch Electrician is a busy electrical contractor covering Grayson and Collin County. They were already running Google Ads, Google's Local Services Ads, and Facebook — real money going out every month. The problem was not the spending. It was that nobody could answer the simplest question: which channel is actually bringing in calls, and what does each lead cost?
Their biggest channel was invisible
Local Services Ads — the "Google Guaranteed" badge at the very top of search — reports nowhere in the standard Google Ads dashboard. Most agencies never even look. It was their strongest channel and it was running unmonitored.
One channel was quietly draining the budget
Facebook felt productive, but no one had ever put it side by side with the others on a true cost-per-lead basis. It turned out to be more than twice as expensive as Google.
Leads were being undercounted
Without airtight conversion tracking, calls and form fills were slipping through the cracks. You cannot optimize what you are not measuring — and half of it was not being measured.
One scoreboard. Every channel. Real costs.
Once everything was instrumented and pulling onto a single scoreboard, the picture got clear fast — and so did the cost per lead. These are current, ongoing results across a recent 90-day window.
Measure everything. Cut the waste. Feed the winners.
No new logo, no rebrand, no 40-slide strategy deck. Just the unglamorous work that actually moves cost per lead.
Put every channel on one scoreboard
We pulled Google Search, Local Services Ads, and Facebook into a single view measured the same way — true cost per lead. For the first time, every dollar could be compared against every other dollar.
How we manage Google AdsFixed the tracking and the foundation
We rebuilt conversion tracking so every call and form fill is counted, added schema markup, and shored up the local SEO foundation — location pages and internal links — so the organic side compounds while the ads run.
How we approach local SEOReallocated toward what works
With real numbers in hand, we trimmed the most expensive channel and pushed budget toward the cheapest leads and the channel they already dominate. Same spend, more calls, lower average cost.
Get this done for your businessChannel by channel, here is what came out.
Every number below is real and current — pulled straight from the ad platforms, not a one-time highlight reel.
Google Search and Performance Max delivered 269 leads in the quarter at roughly $34 each — the cheapest leads in the account, and where we leaned in hardest.
~$34 / leadThe Local Services Ads channel nobody was watching turned out to be a star — Google Guaranteed, ~55 charged leads a month at about $44, showing at the very top of search 96% of the time.
Google GuaranteedFacebook was costing about $74 a lead — more than twice Google's $34. We trimmed it and redirected the budget, pulling the blended cost per lead down to ~$42 without losing volume.
Cut & reallocatedLet us show you what real marketing looks like.
No pressure. No 45-minute sales pitch. Just a straight conversation about your business, what your leads cost today, and whether you need tighter ads, better tracking, local SEO, or all three. Fill out the form and we will get back to you within one business day.
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