+41% Qualified Calls in 6 Weeks — Google Ads for Local Services
Qualified Calls +41%
Spam Calls −32%
CPL −12%
Timeline: 6 Weeks
Overview
A Delhi NCR service business was getting too many junk calls (jobs, training, wrong location) and low close rates. We restructured campaigns, tightened keywords and negatives, added call tracking, and aligned ad schedules with live answer hours. Within 6 weeks, qualified calls grew 41% while spam calls dropped 32%.
Goals
- Increase qualified calls (60s+ and relevant)
- Reduce spam/irrelevant calls and wasted spend
- Maintain or lower cost per lead (CPL)
Constraints
- Small budget with daily caps
- Broad-match leakage from past setup
- Limited admin availability outside working hours
Strategy
Intent & Negative Keywords
- Moved to Exact/Phrase for core services + geo modifiers
- Built negative lists for “jobs, training, course, free, DIY”
- Pruned competitor brand spillover (kept a capped compare group)
Call-first Ad Setup
- Call extensions and call-only ad groups during 10am–6pm
- Location extensions with Janakpuri/West Delhi emphasis
- Ad copy with service + area + trust (reviews, years)
Tracking & Qualification
- Google forwarding numbers with 60s “qualified call” threshold
- GA4 + Tag Manager events for tel: and WhatsApp clicks
- Offline adjustments based on call outcomes (won/lose)
Landing Pages & CRO
- Service-specific LP with direct call CTA and WhatsApp
- FAQs to pre-qualify and reduce irrelevant inquiries
- Local trust (address/map, hours, neighborhood names)
Execution
Week 1–2
- Audit keywords/search terms and rebuild into tight themes
- Launch negative keyword lists and location filters
- Enable call tracking; schedule extensions to 10am–6pm
Week 3–4
- Test call-only vs. standard RSAs by device/time
- Refine ad copy with stronger service + locality cues
- Update LP with clearer service scope and pricing signals
Week 5–6
- Shift budget to highest-CVR ad groups/hours
- Expand negatives from new search terms
- Review call recordings/notes to optimize pre-qualifiers
Results
Performance Highlights
- Qualified calls increased by 41% in 6 weeks
- Spam/irrelevant calls reduced by 32%
- CPL improved by 12% while maintaining volume
- Higher booking/close rates from better pre-qualification
What Drove the Lift
- Intent-led keywords + continuous negative pruning
- Call-first ad setup aligned to staffed hours
- Local trust signals + pointed LP FAQs
“We’re getting more of the right calls and fewer time-wasters. The new ads plus tracking made it easy to see what works.” — Operations Manager, Delhi NCR
Key Learnings & Next Steps
- Negative keywords are an ongoing process, not a one-time setup
- Align ad schedules to when you can answer calls live
- Landing page FAQs reduce irrelevant calls before they happen
- Test IVR to route high-value calls faster
- Layer remarketing for unconverted LP visitors
- Spin up micro-LPs for sub-services/locations
Related Resources
Aanve Digital Solutions • 220 B, 2nd floor, Jaina Tower 2, Janakpuri District Center, Janakpuri, New Delhi, Delhi 110058 • +91 9015599355 • [email protected]