Google Ads driving $40 cost-per-lead
The painting market in Phoenix is fiercely competitive. We restructured their Google Ads from scratch, added call tracking and cut cost-per-lead from $180 to $40 in 8 weeks.
Sunbrite Painting Co.
What was holding them back
Sunbrite had been running Google Ads for 18 months with their previous agency. CPL was $180 and trending upward every month. The account was broadly targeted, ad copy was generic across all painting searches, and there was no call tracking to attribute which campaigns were actually producing booked jobs.
The growth system
Account audit & restructure
Eliminated 60% of the keyword spend generating impressions but not calls. Rebuilt the account around high-intent emergency and seasonal painting searches with tight ad group structure.
Call tracking & attribution
Wired call tracking through every campaign to attribute booked jobs — not just clicks — to specific ads. Identified the 3 campaigns driving 80% of revenue within 2 weeks.
Landing page conversion
Replaced the generic homepage with a dedicated painting quote page. Form submission rate increased 3.2× within the first 2 weeks of launch.
What happened next
CPL dropped from $180 to $40 in 8 weeks — not by spending less, but by concentrating spend on what was already producing. Ad spend actually decreased 30% while job volume held steady, materially improving the owner's margin without sacrificing growth.
“My last agency told me $180 CPL was normal for Phoenix painting. These guys proved it wasn't. $40 CPL, same market, same budget — just a completely different approach.”
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