Case Study: How Wingman Planning Helped The Handy Dog Increase Leads by 288% While Cutting Costs in Half

The Handy Dog, a trusted home repair and handyman service, partnered with Wingman Planning to improve online visibility and generate more qualified homeowner inquiries through Google Ads. Over a focused 3-month optimization period, the campaign delivered significant improvements in reach, lead volume, and cost efficiency — helping the brand connect with homeowners actively searching for reliable repair services.

This case study highlights performance from June 1 through September 30, 2025 and shows how strategic Google Ads management turned steady traffic into consistent, high-quality leads.

The Challenge

Before partnering with Wingman Planning, The Handy Dog faced several performance challenges that limited growth:

• Limited visibility for high-intent searches like “handyman near me” and “home repair services”

• Rising ad costs paired with low conversion rates

• Missed opportunities from untracked phone calls and incomplete conversion data

• Inconsistent lead flow despite steady ad spend

The primary goal was to increase qualified inquiries while lowering cost per lead and improving overall campaign performance.

The Strategy

Wingman Planning executed a full Google Ads account refresh focused on maximizing lead generation and improving ROI.

Keyword Refinement
Campaigns were rebuilt around local and service-specific search intent, targeting homeowners actively searching for repair and handyman services in their area.

Ad Copy Testing & Optimization
Ad messaging highlighted reliability, affordability, and same-day service availability to increase click-through rates and drive more inquiries.

Advanced Conversion Tracking
Tracking was expanded to include calls from ads, appointment bookings, quote requests, and form submissions to measure true ROI and identify high-value actions.

Bid & Schedule Optimization
Budgets and bids were adjusted to focus on peak homeowner search hours and top-performing zip codes, ensuring ads appeared when users were most likely to convert.

Results (June 1 – September 30, 2025)

The 3-month optimization period delivered strong growth across every major performance metric:

• Clicks: 6,203 ( 21.2%)

• CTR: 2.72% ( 14.3%)

• Conversions: 805.66 ( 288.1%)

• Impressions: 227,822 ( 6.0%)

• Cost per Conversion: $3.83 ( 59.3%)

• Conversion Rate: 12.97% ( 219.9%)

Conversion Breakdown

• Calls directly from ads: 535

• Booked appointments: 179

• Quote or purchase requests: 89

• Other tracked leads: 2

Key Takeaways

Explosive conversion growth.
Nearly three times more conversions were achieved in just 3 months through improved targeting and campaign structure.

Significantly lower cost per lead.
Cost per conversion dropped by more than 59%, dramatically improving campaign efficiency and ROI.

Higher-quality inquiries.
A conversion rate approaching 13% demonstrates stronger user intent and improved lead quality.

More direct phone calls.
Substantial growth in calls directly from ads confirms stronger engagement and immediate service demand.

Conclusion

Through precise keyword targeting, improved tracking, and continuous optimization, Wingman Planning transformed The Handy Dog’s Google Ads performance into a measurable success story.

In just three months, the campaign generated hundreds of cost-effective leads while dramatically improving efficiency — proving that with the right digital strategy, local service providers can scale quickly and consistently.

For home service businesses looking to generate more calls, bookings, and real ROI from paid advertising, this case study shows what’s possible when strategy, data, and execution align.