Ad spend without a strategy
Google Ads and LSA were running side by side with no unified tracking. Spend was 60 to 70% PPC by habit, not by results.
Case Study · HVAC, Plumbing & Electrical · Muscle Shoals + Athens, Alabama
$4.5 million in tracked sales on $163k of ad spend.
Fuller Services had the trucks, the techs and a 35-year reputation. What it did not have was a marketing engine that could prove where the money went. Ten months of full attribution later, every dollar of ad spend is returning twenty-seven.
“We’ve been working with Elevated for about a year, and it’s been an excellent experience from start to finish. They completely rebuilt our website, and the end result exceeded our expectations. We now rely on them for all of our digital marketing, and the consistency, communication, and results have been outstanding. Partnering with Elevated has been one of the best business decisions we’ve made in recent years.”
Cody Fuller, Vice President, Fuller Services, Muscle Shoals, AL
01 The situation
Good company. Broken marketing.
Fuller ran Google Ads and Local Services Ads, paid a management fee, and still could not answer the only question that matters: which channel books the jobs.
Word of mouth carried the load
A 4.7-star reputation on 800+ reviews and a strong local name, but no system to turn that trust into predictable inbound demand.
A website that did not convert
The old site did not reflect the size of the operation, and the employment page could not even be found on a phone.
No proof of return
Estimates lived in technicians’ heads, so closed revenue never tied back to the call that started it.
02 The approach
Scale program. Full execution.
One integrated engine: rebuild the site, restructure paid, put attribution under everything, then shift budget toward whatever the numbers reward.
Website rebuild
A fast, conversion-first site with dedicated pages for every service and both markets, plus an AI instant-estimate tool that shows financing payments on the spot.
LSA + Google Ads restructure
Proper targeting, match types and negatives. Budget moved from 60/40 PPC toward LSA as its cost per lead ($45) and close rate (49%) proved out.
SEO and Google Business Profile
Service and service-area pages for the Shoals and Athens-Madison, technical cleanup, and a Google Business Profile program that became the single largest revenue source.
Full call tracking and attribution
Every call, form and estimate request tracked to its channel and matched to ServiceTitan sales through Inbound Intel, with AI call scoring and CSR coaching.
Reputation automation
Review requests after every job, a duct-cleaning giveaway that drove review velocity, and review-removal escalations for the Athens profile.
Athens expansion
A second Google Business Profile program to take Fuller’s reputation into Athens-Madison, where top-3 map share for “plumber near me” went from 18% to 62%.
03 The results
The numbers speak clearly.
Ten months of attribution, Nov 2025 through Aug 2026. Sales are ServiceTitan closed jobs matched to the first marketing touch.
- Tracked closed sales
- $4.45M
- Quoted pipeline
- $8.36M
- Cost per lead
- $30
- Cost per job sold
- $59
- Leads per month, average
- 541
- Ad spend
- Tracked closed sales
- Figures under each month = sales ÷ ad spend
Monthly figures
| Month | Ad spend | Tracked closed sales | Return |
|---|---|---|---|
| Nov ’25 | $14,139 | $510,395 | 36× |
| Dec ’25 | $14,266 | $344,694 | 24× |
| Jan ’26 | $15,804 | $531,374 | 34× |
| Feb ’26 | $15,697 | $359,719 | 23× |
| Mar ’26 | $16,377 | $554,107 | 34× |
| Apr ’26 | $15,863 | $396,694 | 25× |
| May ’26 | $15,840 | $469,985 | 30× |
| Jun ’26 | $16,176 | $474,562 | 29× |
| Jul ’26 | $17,474 | $487,792 | 28× |
| Aug ’26 | $21,818 | $323,003 | 15× |
04 Channel breakdown
Where the revenue came from.
Google Business Profile carried the most revenue, LSA delivered the cheapest paid jobs, and Google Ads still returned nearly six to one.
| Channel | Ad spend | Leads | Jobs sold | Close rate | Tracked sales | Return |
|---|---|---|---|---|---|---|
| Google Business Profile | None | 2,347 | 1,328 | 57% | $2.31M | Organic |
| Local Services Ads | $86,356 | 1,919 | 945 | 49% | $1.25M | 14.5× |
| Google Ads | $77,099 | 683 | 290 | 42% | $442k | 5.7× |
| SEO (website) | None | 419 | 195 | 47% | $405k | Organic |
| Total | $163,454 | 5,407 | 2,761 | 51% | $4.45M | 27× |
Organic visibility
| Measure | Start | Latest | Change |
|---|---|---|---|
| Google Search impressions (monthly) | 96,595 · Sep 2025 | 244,017 · Jul 2026 | +153% |
| Organic clicks (monthly) | 271 · Sep 2025 | 404 · Jul 2026 | +49% |
| Map-pack top-3 share, “plumbing company” (11×11 grid) | 0.8% · Apr 2026 | 50.5% · Sep 2026 | +50 pts |
| Map-pack top-3 share, “hvac repair near me” | 13.2% · Apr 2026 | 48.6% · Sep 2026 | +35 pts |
| Map-pack top-3 share, “heating repair” | 36.4% · Apr 2026 | 72.5% · Sep 2026 | +36 pts |
| Athens top-3 share, “plumber near me” | 18% · Oct 2025 | 62% · May 2026 | +44 pts |
“I would bet good money that we’re doing more HVAC business in Florence than anybody else.”
Cody Fuller, Vice President, Fuller Services · February 2026
Want your ad spend to prove itself like this?
Elevated builds the tracking first, then scales what the numbers say is working.
Data sources and methodology
- Spend: Google Ads and Local Services Ads actuals from the Elevated Engine KPI tracker (Google Ads API + LSA reporting). Program fees are excluded from the 27× figure and included in the 19× figure.
- Leads: Inbound Intel lead candidates: one unique person per 90 days across calls and forms, with spam and existing-customer service calls removed. Attributed to the first marketing touch.
- Sales: ServiceTitan closed-job value matched to the originating lead by Inbound Intel. “Quoted pipeline” is total estimate value on those leads, including estimates that later sold.
- Window: Nov 2025 to Aug 2026. Sales attribution came online in Oct 2025, so earlier months are excluded rather than shown as zero. September 2026 is month-to-date and omitted.
- Organic: Google Search Console impressions and clicks for fullerhvac.com; map-pack share is the percentage of grid points where Fuller ranks in the top 3, from Elevated Engine geo-grid scans (11×11, Muscle Shoals). Athens figure from the May 2026 strategy call.
- Quotes: the featured testimonial is Cody Fuller’s written review. Other quotes are verbatim from recorded client strategy calls, lightly trimmed of filler.
Elevated Audience. Prepared September 15, 2026 from Elevated Engine, Inbound Intel, Google Search Console, Google Business Profile and recorded client strategy calls.