Example Home Services Ltd

The curve is flat for repairs and bends sharply for installations.

• Boiler Repair is capped while winning. It came in under target in 10 of 12 weeks and was limited by budget in 9, losing 34% of impressions to budget. Raising its daily budget from £238 to £340 adds about £9,180 per 90 days, which at its current rate is roughly 240 more leads inside target.
• Boiler Installation has a ceiling. Under £2,900 a week it costs £44 per lead; above £3,300 a week, £62.
• Heat Pumps is the expensive one: £117 per lead at £1,200 to £1,500 a week. Not a scaling candidate yet.
• Treat the last week or two gently: leads attribute to click date, so recent CPAs will improve as the window closes.

Demand for your keyword set is up 4.2% year on year and the trend reads STABLE. 91 of your top 100 keywords by spend returned Planner data.

• Boiler repair is up 5% and peaks with the first cold weeks. Installation is down 3% and peaks September to January. Heat pumps are up 27%, the one theme with a real tailwind.
• Competition is heavy on installation terms: 38 HIGH, 41 MEDIUM, 12 LOW.
• Indicative market context: UK domestic heating installation has grown modestly, with heat pumps the fastest-growing segment. Cross-check against a current sector report before building a plan on it.

Short answer: there's growth here, but only after the measurement is fixed.

• The headroom is real and specific. Boiler Repair is on target and capped by budget.
• Installation is at its ceiling, and Heat Pumps can't carry more spend yet.
• Don't scale on the current numbers. Bidding is optimising to a doubled lead count, so your targets are set against results that didn't happen.

Spend has grown steadily; reported efficiency jumped in March 2025 for reasons that weren't real.

• Search only (Oct 2023 to Aug 2024): ~£24k a month at £38 per lead.
• PMax added (from 9 Sep 2024): lead volume up 21%, booking rate down.
• 12 March 2025: reported conversions rose 89% overnight with no change in calls or form submissions. That's the date the GA4 thank-you import was set to primary, and where the double counting began (see section 4.2).
• Heat Pumps launched (from 6 Apr 2026): new campaign, high cost per lead.

Spend-weighted average QS is 5.9, and 24.6% of non-brand spend sits on keywords scoring 4 or below.

• Heat Pumps is the one to fix: £17,600 at a spend-weighted QS of 4.1. All 64 keywords land on the homepage.
• Landing page experience is the weakest component account-wide.
• Brand runs at 9.4. Nothing to do there.

No over-pinning, but your strongest selling points are missing from most ads.

• Your fixed-price installation offer and 10-year warranty appear in only 8 of 26 ads. Put them in headline 2 across the installation ad groups.
• Call assets aren't scheduled to your opening hours, so calls ring out on Sundays.
• Four ads rate POOR. Rebuild those first.

300 unactioned search terms, with £2,870 on terms that produced zero leads.

• Jobs and training: "gas engineer jobs" £940. Negate "jobs" and "course".
• DIY: "how to repressurise boiler" £1,120. Negate "how to".
• Manuals and parts: "boiler manual pdf" £410, "boiler pressure valve" £400.
• Promote the winners: "boiler replacement cost" and "combi boiler fitted" convert as unmatched queries. Add them as exact keywords.

• Brand terms are negated out of all non-brand Search campaigns, but not out of PMax Leads, where 11% of search-term spend is on your own brand name. Apply your brand exclusion list there.
• Apart from "same day" (covered in the keyword blocker check), nothing is over-reaching.

• Heat Pumps (£17,600) lands on the homepage rather than /heat-pumps.
• Boiler Repair Emergency (£5,240) lands on /boiler-repair rather than the emergency page.
• Combi Installation (£8,900) lands on /boilers rather than the combi installation page.

• Outside your service area: £5,970, 69 enquiries, no booked jobs (covered in geo targeting).
• Search Partners: £1,900 at £211 per booked job. Exclude them.
• Devices are all close to target. Nothing to do there.

• Five live campaigns: Brand, Boiler Installation, Boiler Repair, Heat Pumps and PMax Leads.
• "Boiler service" searches trigger both Boiler Repair and PMax Leads; PMax won 38% of those clicks at a higher cost per booking. Exclude repair themes from PMax.
• Heat Pumps' new broad keywords are matching gas boiler searches (14% of its search terms). Add "boiler" as a negative there.

• 3 Oct: Boiler Installation tCPA cut from £35 to £28. Impression share fell 9 points.
• 17 Oct: broad match added to Heat Pumps. Gas boiler terms started matching the same day.
• Boiler Repair: budget unchanged despite being limited by budget for most of the period.
• Heat Pumps and PMax Leads have been well over target for 12 weeks with no changes made.

1. Fix the location setting. £5,970 of spend can't produce a customer.
2. Raise the Boiler Repair budget. It's on target and capped.
3. Send Heat Pumps traffic to its own page and add "boiler" as a negative.
4. Remove "same day" from the shared negative list.
5. Negate the £2,870 of zero-lead queries.

GTM is live (container GTM-XXXXXXX), running client-side. That works, but ad blockers, Safari's cookie limits and consent choices typically cost 10% or more of conversions. Plan a server-side move once the tracking fixes below are in.

Three actions count as conversions, and two of them record the same enquiry.

• Form submit (GTM event): 1,288 conversions. Primary.
• Thank-you page view (GA4 import): 1,214 conversions. Primary, and recording the same form enquiries.
• Calls from ads (60 seconds or more): 712 conversions. Primary.
• Booked job (CRM import): 1,010 conversions. Secondary, and the last upload was on 19 August.
• The Conversions column shows 3,214 when there were 2,000 real leads. Reported CPA is £29.96; real cost per lead is £48.15, against your £45 target. Real cost per booked job is £95.35.
• Set the thank-you import to secondary today. Once the CRM upload is restored, make booked jobs the primary goal.

• Of 5 campaigns, 2 pass cleanly.
• PMax Leads: 18% of its leads become bookings, at £331 per booked job. It's finding the cheapest form fills, including many with invalid phone numbers. Pause it until booked jobs are the bidding goal.
• Targets were set against the doubled count. When the duplicate is removed, reported CPA will roughly double overnight. Raise tCPA targets at the same time, or bidding will cut volume sharply.

Enhanced Conversions for Leads is enabled and customer data terms are accepted. The tag sends a hashed email on 88% of form submissions. The setup is sound; the missing piece is the stopped CRM upload, which is what lets Google match leads to booked jobs.

No values or value rules are in use. A booked installation is worth far more than a repair booking. Once booked jobs are primary, give them values that reflect job type so bidding favours installations.

• Fix the double count first. Every target in the account is set against it.
• Restore the CRM upload. It's the difference between bidding for form fills and bidding for customers.
• Enhanced Conversions for Leads is working. Server-side GTM is the next project.

Real CPA is £48.15 against your £45 target.

• Lead-to-booking rate (50.5%) is the biggest lever, and bidding can't improve it while it can't see bookings.
• CVR (8.5%) is second: Heat Pumps and Combi Installation land on the wrong pages.
• CPC (£4.10) is third: Competitor A and Competitor B pressure on installation terms.

The account doesn't need rebuilding. It needs to measure the right thing and stop paying for leads it can't serve.

• Set the thank-you import to secondary and adjust your tCPA targets at the same time.
• Switch every campaign to "Presence" location targeting.
• Restore the booked-job upload, then make bookings the primary goal.
• Raise Boiler Repair from £238 to £340 a day.
• Pause PMax Leads until it can bid to bookings.