The Challenge

A plumbing and HVAC services company was spending heavily on Google Ads but seeing disappointing returns. They were bidding on broad industry terms and running campaigns 24/7, treating all hours and all keywords equally. Despite significant ad spend, call volume remained flat and cost per acquisition kept climbing.

The previous agency focused on maximizing impressions and clicks without considering the quality or intent behind those interactions. Emergency service calls—their highest-value conversions—were buried among low-intent maintenance inquiries. They were visible, but not at the right times or for the right searches.

The Solution

Adalane started with a comprehensive audit that revealed critical gaps. We then deployed AI agents to optimize for high-intent moments when people actually need emergency services:

  • Time-of-Day Optimization: AI agents identified that emergency calls spiked evenings and weekends. We shifted 60% of budget to peak emergency hours
  • Intent-Based Keyword Strategy: Restructured campaigns around urgent keywords like "emergency plumber" and "AC not working" with higher bids during critical hours
  • Call Quality Scoring: Agents analyzed every phone call using AI transcription to separate emergency calls from low-value inquiries
  • Dynamic Bidding: Real-time bid adjustments based on weather conditions (AC emergencies spike during heat waves, furnaces during cold snaps)
  • Geographic Micro-Targeting: Focused spend on neighborhoods with older housing stock more likely to need emergency services

Adalane's strategists oversaw campaign restructuring and ensured messaging matched the urgency and emotional state of people experiencing home emergencies.

The Results

327%
Increase in emergency service calls
64%
Reduction in cost per emergency call
$847K
Additional revenue in 6 months
5.8x
Return on ad spend for emergency services

The company went from struggling with ROI to becoming the dominant emergency services provider in their market. By being visible at the exact moments when people needed help most urgently—and backing that with local service quality—they turned Google Ads from a cost center into their primary growth driver.

"The audit opened our eyes to how much money we were wasting. Adalane showed us we didn't need more budget—we needed smarter strategy. Their AI agents now make thousands of optimizations daily that a human team never could. We're tripling emergency calls while spending less." — Owner, Plumbing & HVAC Services