leads generated in a month
up from 12-15 before GrowME
conversions in Q1-Q2 2026
Jan 1 to Jun 30, 2026
Absolute Top of Page Rate
#1 for Water Damage Restoration
Industry · Emergency and fire/water damage restoration
Market · Calgary and surrounding areas
Services · Google Search Ads, Conversion Tracking, Website Design
Engagement · Ongoing since November 2025
Phoenix came to GrowME with a Google Ads account another agency had been running, pointed at a single landing page. GrowME rebuilt the account from the ground up and fixed the broken measurement underneath it. The design and SEO teams built Phoenix a full website to launch behind the new campaign, replacing the landing page they’d started with.
01
Segmented campaigns replacing traffic-at-all-costs setup.
02
Third-party call tracking behind every conversion.
03
Full site built to replace the single landing page.
Niche / Market
Emergency and fire/water damage restoration, family-owned since 2002
Target GEO
Calgary and surrounding areas
Existing Lead Channels
Direct marketing only, not eligible for insurance preferred vendor referrals
Existing Lead Volume
Roughly 40 leads/month, only 12-15 truly qualified
Case Value
$2,500 to $50,000 per job
Existing Ad Management
Managed by a prior agency, later audited by GrowME
Existing Ad Spend
Roughly $10,000/month
Website
Single landing page at launch
top bid on Phoenix's core keyword
Water damage restoration is one of the most expensive keyword categories in local services. Every restoration company is bidding for the same small pool of high-intent searches, and outside the top ad position, the click goes to a competitor.
GrowME’s research confirmed it going in: the top bid on Phoenix’s core keyword was $100.64, with nearly every rival chasing the same moderate-volume terms. Fewer real auction openings than most industries, and the account’s early weeks showed exactly that.
01 Team
GrowME put a dedicated Ads Specialist on the account, backed by a developer for conversion tracking. The design and SEO teams built Phoenix a brand new website in parallel, live the day the new campaign launched, replacing the single landing page the account had been running on.
02 Audit
GrowME audited the account before touching it. It was built to chase traffic, not business: wasteful defaults left on and almost no negative keywords filtering spend.
The dashboard looked healthy. Phoenix’s phones didn’t agree. Calls ran through a Google Forwarded Number, so real leads and wrong numbers were indistinguishable, and every conversion carried a flat $1,000 value.
We flagged a proof gap. GrowME added third-party call tracking and let the old campaign run for two weeks: 10 conversions, $1,802 spent, a reported $180 per lead. Only 3 calls were real. True cost per lead: $600. GrowME paused everything and rebuilt from scratch.
The Proof Gap
reported call conversions
were real calls
reported cost per lead
true cost per lead
03 Structure
GrowME rebuilt the account on its core structure: campaigns split by service line, ad groups built around tight keyword clusters for stronger relevance and Quality Score. Every keyword earned its place against Phoenix’s real business goals, with no broad-match guesswork.
04 Measurement
Measurement came before optimization. Third-party call tracking replaced the Google Forwarded Number, so every reported conversion ties back to a verifiable lead.
05 Bidding
Position is everything when the top bid is $100 a click. GrowME set the maximum bid by hand and tied it to a target CPA, buying auction position with a real conversion signal behind every dollar.
06 Keywords
The whole market was bidding on the same handful of terms. GrowME went where they weren’t, building a keyword list deep enough to catch high-intent searches the competition had left uncovered.
clicks
impressions
spend
conversions
#1 Absolute Top of Page Rate among every competitor bidding on Phoenix’s core service, Water Damage Restoration, at 52.6% against the next-closest competitor’s 35.3%, earned on a conversion-based bid strategy in one of the market’s toughest local auctions.
Absolute Top of Page Rate
Abas Omar
Ads Team Lead, GrowME Marketing
Abas leads GrowME’s paid ads team, bringing years of hands-on experience in paid media strategy and optimization across Google Ads, Meta, TikTok, DV360, and more. He specializes in building campaign structures that hold up under real-world budget and competitive pressure, turning raw ad spend into verified, trackable business outcomes for GrowME’s clients.
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