Garage Door PPC Case Study: +264% Calls And -21% Cost Per Conversion

For businesses that rely on phone calls to drive sales and bring in new customers, increasing call volume is a top priority.

This case study explores how we implemented accurate call tracking and optimized Google Ads for a garage door company to boost call volume by +264% and decrease cost/conversion by -21% YoY.

Overview

Top Notch Garage Door is a garage door repair and replacement company serving the Atlanta, GA area. Their business model relies heavily on inbound phone calls to convert leads into customers.

Our objectives were to:

• Increase inbound call volume by a measurable percentage, and keep growth consistent
• Decrease cost per conversion
• Increase overall conversion rate

The Challenges

When we first reviewed the account, the client was investing steadily in Google Ads, but conversion tracking was fragmented and incomplete. The two primary issues were that qualified calls were not being tracked and conversion metrics were inflated due to misconfiguration.

1. Call tracking was set up inconsistently across multiple platforms.

Phone calls were managed via a hodgepodge of platforms. Some tracking numbers only sent information to one platform, or sent incomplete information to the other platforms. Location extensions did not have a dedicated tracking number, so these calls would be tracked properly in Google Ads but would be attributed to Google Business Profile elsewhere.

2. Only one of two phone numbers on the website were capturing Google Ads calls.

There were two default phone numbers used across the site, and only one was being switched out for a forwarding number generated by Google Ads. If a customer called the second default number listed across the site, they would fall through the cracks in reporting.

3. Call duration thresholds for conversions were too low.

This made it difficult to measure lead quality prior to our changes. Most calls were logged as conversions after 15 seconds, even though it’s basically impossible to book a garage door repair job in less than 60 seconds.

4. Tracking for both call extensions and website calls used a Google Ads-generated forwarding number.

They would have captured more complete call data if they had used a forwarding number from their call tracking system rather than the one automatically generated by Google Ads.

5. Google Local Services Ads (LSA) weren’t running.

They were also experiencing an LSA issue that disproportionately impacts garage door repair businesses. LSA was no longer syncing to their Google Business Profile, which is an issue we’ve experienced in multiple garage door LSA accounts. If you don’t work with Google every day, it can be unclear how to fix this (as well as frustrating and time-consuming).

They had been struggling with this issue for more than three months when we were brought on. After a few weeks of gathering documents and working with Google, we were able to get them back up and running.

If they hadn’t sought professional help, they may have simply given up on LSA (as many frustrated business owners do in this situation) and lost out on hundreds of leads per year.

Strategy

We combined our experience with Google Ads and the garage door industry to create a game plan customized for Top Notch. Our strategy leveraged geographic data, competitor information, keyword research, and campaign optimization to maximize return on their increased ad spend.

This game plan, combined with improving call tracking and conversion accuracy, allowed us to confidently scale the account to where it is today.

The most impactful changes included:

• Adding end-to-end call tracking for website visits, call extensions, location extensions, call-only ads, and Local Services Ads (LSAs).
• Standardizing conversion thresholds to capture ONLY qualified calls.
• Adjusting campaign structure and bidding strategies to prioritize high-intent search terms.
• Revising targeting to more accurately reflect the client’s target audience and business objectives.
• Gradually increasing spend to test if better tracking and optimizations would drive growth.

Results

Time Periods Compared
Before: October 16, 2023 – October 15, 2024
After: October 16, 2024 – October 16, 2025

Additional Wins

Beyond the surge in call volume, the account showed strong improvements across multiple key performance indicators, confirming that the growth was driven by higher-quality engagement, and not just the increased spend.

• +69% Click-Through Rate (CTR) – Ads became significantly more relevant and compelling, attracting more qualified traffic.
• +9% Conversion Rate – A higher share of visitors now take action after clicking ads.
• +69% Impression Share – Ads are showing more often in competitive auctions and expanding market visibility.
• +140% Top Impression Share – Our ads are showing at the top of the results far more often, generating more engagement and brand visibility.
• +251% Avg. Session Duration from Google Ads Users – Traffic quality improved dramatically, with visitors spending more than 3x longer on the website.
• +113% more leads and +26% Absolute Top Impression Share in Google Local Services Ads – After resolving an issue with their LSA account and optimizing their profile, growth in leads and impression share has been impressive.

Conclusions

The improvements we made for our garage door client, including better conversion tracking and a more focused campaign strategy, aren’t industry-specific. These same changes can help any business get better results from Google Ads. For Top Notch, we achieved 264% more calls and a 21% reduction in cost per conversion, along with stronger engagement and efficiency across all key metrics.

We could not have achieved this level of success without years of Google Ads experience and familiarity with the client’s industry (in this case, garage doors).

As a Google Ads Partner agency, we help businesses better understand their data, optimize their campaigns, and scale with confidence.