Ads By Utpal

10/03/2026

$12K+ ad spend. 75 conversions. 37 paying customers.

The conversion count matters, but the bigger story is what happened after those leads came in.

Here’s a look at one of my recent Google Ads campaign results:

Campaign Performance
➥ Ad Spend: $12,170
➥ Conversions: 75
➥ CTR: 30.10%
➥ Cost per Conversion: $162.20
➥ Paying Customers: 37
➥ Customer Acquisition Cost: $328.92

The campaign generated 75 tracked conversions, and 37 of those leads became paying customers.

That’s why I don’t look at cost per lead on its own.

A $162 lead only tells part of the story. The real question is what happens after the lead is generated.

I regularly look at:

➥ Which keywords are bringing in paying customers
➥ Which search terms are generating qualified leads
➥ Which campaigns and ad groups deserve more budget
➥ Where irrelevant or low-quality clicks are coming from
➥ Whether conversions are being tracked accurately
➥ What can be tested to improve lead quality

More conversions are not always the goal.

The goal is to turn ad spend into real customers.

Google Ads performance comes from ongoing tracking, testing, analysis and optimization. It’s not something you launch and leave untouched.

Another campaign analyzed. Another set of real data. Another opportunity to improve.

10/03/2026

𝙏𝙝𝙖𝙩 $76 𝙡𝙚𝙖𝙙 𝙢𝙞𝙜𝙝𝙩 𝙗𝙚 𝙘𝙤𝙨𝙩𝙞𝙣𝙜 𝙮𝙤𝙪 𝙢𝙤𝙧𝙚 𝙩𝙝𝙖𝙣 𝙩𝙝𝙚 $152 𝙤𝙣𝙚.

I see this mistake a lot with HVAC and plumbing clients.

You check your Google Ads dashboard, CPL looks great, and you feel like the campaigns crushing it. But CPL only tells you what a lead costs. It doesn't tell you what a customer costs - and that's the number that actually matters.

Heres a real example of how this plays out:

Campaign A
100 𝙡𝙚𝙖𝙙𝙨 𝙖𝙩 𝘾𝙋𝙇 $76 = $7,600 𝙨𝙥𝙚𝙣𝙩
15 𝙩𝙪𝙧𝙣𝙚𝙙 𝙞𝙣𝙩𝙤 𝙥𝙖𝙮𝙞𝙣𝙜 𝙘𝙪𝙨𝙩𝙤𝙢𝙚𝙧𝙨
𝘾𝘼𝘾: $507

Campaign B
50 𝙡𝙚𝙖𝙙𝙨 𝙖𝙩 𝘾𝙋𝙇 $152 = $7,600 𝙨𝙥𝙚𝙣𝙩
20 𝙩𝙪𝙧𝙣𝙚𝙙 𝙞𝙣𝙩𝙤 𝙥𝙖𝙮𝙞𝙣𝙜 𝙘𝙪𝙨𝙩𝙤𝙢𝙚𝙧𝙨
𝘾𝘼𝘾: $380

Same $7,600. Campaign Bs leads cost double, but its customers cost 25% less. If you were only looking at CPL, youd scale Campaign A and wonder why revenue isnt following.

Why does this happen? Because not all leads are equal. Someone searching quot;AC not cooling, need help todayquot; and someone who clicked a general ad while browsing are both quot;a leadquot; in your reports - but theyre nowhere near the same prospect.

What I actually watch is this chain:
𝘾𝙡𝙞𝙘𝙠𝙨 → 𝙇𝙚𝙖𝙙𝙨 → 𝙌𝙪𝙖𝙡𝙞𝙛𝙞𝙚𝙙 𝙇𝙚𝙖𝙙𝙨 → 𝘽𝙤𝙤𝙠𝙚𝙙 → 𝘾𝙪𝙨𝙩𝙤𝙢𝙚𝙧

Every step in there is a place where value gets lost. A cheap lead that nobody answers in time, or that was never really ready to book, isnt cheap - its just expensive in a way your dashboard doesnt show you.

𝙎𝙤 𝘾𝙋𝙇 𝙩𝙚𝙡𝙡𝙨 𝙮𝙤𝙪 𝙬𝙝𝙖𝙩 𝙮𝙤𝙪 𝙨𝙥𝙚𝙣𝙩 𝙩𝙤 𝙜𝙚𝙩 𝙖𝙩𝙩𝙚𝙣𝙩𝙞𝙤𝙣.
𝘾𝘼𝘾 𝙩𝙚𝙡𝙡𝙨 𝙮𝙤𝙪 𝙬𝙝𝙖𝙩 𝙮𝙤𝙪 𝙨𝙥𝙚𝙣𝙩 𝙩𝙤 𝙜𝙚𝙩 𝙥𝙖𝙞𝙙.

If youre an HVAC or plumbing owner only tracking CPL, it might be worth asking your agency (or yourself) what its actually costing to land a real customer.

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09/25/2026

Is your Google Ads CPC too high?

For HVAC and plumbing businesses, expensive clicks can quickly eat into your ad budget.

But before increasing your budget or changing your bidding strategy, check:

✅ Landing page relevance
✅ Location targeting
✅ Negative keywords
✅ Search query intent
✅ Ad-to-landing-page message match

The goal isn't simply to get cheaper clicks.

It's to get the right clicks from people who actually need your service.

09/22/2026

Can a Business Owner run a campaign profitably or He should hire an Expert?

09/12/2026

Are you sending Google Ads traffic to your homepage? You may be wasting expensive clicks.
For service businesses like plumbing and HVAC, a dedicated landing page can make a big difference.
🎯 Better ad-to-page relevance
📉 Potentially lower CPC
📈 Better Quality Score
☎️ More focused conversion opportunities
In my latest video, I break down why dedicated landing pages matter for Google Ads and how to use them effectively.
👉 Watch the full video: https://youtu.be/1WERaq-Yy0g

https://www.youtube.com/watch?v=1WERaq-Yy0g

A generic homepage isn't always the best destination for your Googl...

09/02/2026

Are your google ads CPC high and CVR Low? Most people blame Google Ads when campaigns underperform.

But 9 times out of 10, the issue isn't the ad or the targeting—it's what happens after the click.

In this quick case study, I break down how restructuring a US-based HVAC client's landing pages took them from a 4.0% CVR to 6.5%—without increasing their ad budget or traffic.

The Problem:
Sending every specific search query ("AC repair", "duct cleaning", "furnace fix") to one big, messy homepage.

The Fix:
Building dedicated, intent-matched landing pages for every core service.

The Results:
CPC: $14.21 ➔ $9.11

CVR: 4.0% ➔ 6.5% (+62.5% boost)

CPL: $195 ➔ $140.15

Swipe through the document below to see the exact framework and strategy behind this fix! 👇

What is your CPC or CPL? Drop a comment or send me a DM.

08/31/2026

Are you sending Google Ads traffic to your homepage? You may be wasting expensive clicks.

For service businesses like plumbing and HVAC, a dedicated landing page can make a big difference.

🎯 Better ad-to-page relevance
📉 Potentially lower CPC
📈 Better Quality Score
☎️ More focused conversion opportunities

In my latest video, I break down why dedicated landing pages matter for Google Ads and how to use them effectively.

👉 Watch the full video: https://youtu.be/1WERaq-Yy0g

A generic homepage isn't always the best destination for your Googl...