Irongrade Surface Solutions

Goal: Generate more inbound calls and book more jobs through a reliable, scalable advertising channel.

Solution: A precision-targeted Google Search Ads campaign built from the ground up for local home service lead generation.

One Month Results

The Client

Irongrade Solutions is a veteran-owned home services company based in Southeast Michigan’s Downriver area, providing junk removal, power washing, excavation, and light demolition for residential and commercial properties. He has built a strong local reputation — a perfect 5.0-star rating on Google — but without a system to consistently reach new customers, growth had stalled. He needed a marketing partner who understood local service businesses and could make the phone ring without wasting money.

The Challenge

Not Enough Inbound Leads: His schedule had gaps. Referrals and word of mouth alone weren’t generating enough calls to stay busy consistently.
No Advertising System in Place: Irongrade had never run a structured digital ad campaign. There was no system to predictably drive new customer inquiries.
Wasted Opportunity in a High-Demand Market: People in the Downriver area were actively searching Google for junk removal, power washing, and excavation services every day — and finding competitors instead.

What We Did

To tackle these challenges, Paladin PPC built and managed a comprehensive Google Search Ads campaign, including:

Geo-Targeting & Exclusion Zones: Precise location targeting across Iron Grade’s actual service area, with exclusions for areas outside their range — eliminating wasted spend on clicks that would never convert.
Responsive Search Ads (RSAs): Multiple ad variations highlighting veteran ownership, fast service, free estimates, and five-star reviews — with Google’s machine learning optimizing for the highest-converting combinations.
Keyword Research & Ad Group Structure: Tightly themed ad groups with targeted keywords, negative keyword management, and tailored copy — improving Quality Scores and lowering cost-per-click.
Target CPA Bidding & Ongoing Optimization: Smart bidding paired with daily hands-on management — monitoring search terms, cutting waste, and refining match types throughout the month.

Hands down the best experience I’ve ever had with digital advertising support. My Google account was down, and he had it back up and running in no time. On top of that, my Local Service Ads were live almost immediately, and the phone calls started rolling in the same day. His attention to detail is second to none, and he stays on top of everything to make sure nothing slips through the cracks. If you want someone who delivers results fast and actually cares about your success, look no further!

Joe P.

Owner

The Results

$ 5000

in New Revenue

For every dollar spent on Google Ads, Irongrade earned over four dollars back — and that only counts the first job from each new client. Repeat business for power washing, junk removal, and excavation pushes the true lifetime value even higher.

New Clients

From zero advertising to 11 booked, paying customers in 30 days. Each client came from a targeted Google search — someone actively looking for help and ready to hire.

Direct Phone Call Leads

The campaign drove 21 phone calls from potential customers in Irongrade’s service area. With a conversion rate over 10%, the campaign consistently turned clicks into real conversations with real homeowners.

Why This Matters For Your Business

If you run an HVAC company, plumbing business, junk removal operation, roofing crew, landscaping company, or any other local home service business — the results here aren’t unique to Irongrade. They’re what happens when a Google Ads campaign is built the right way: precise targeting, strong ad copy, structured campaigns, and active management.

You don’t need a massive budget. You need a strategy built for your business, your service area, and your customers.