Blyss Construction
Blyss Construction is a licensed exterior remodeling contractor with offices in Sacramento, Oakland and Santa Rosa. The company installs siding, windows, decks and metal roofing and repairs dry rot. It runs Google Search campaigns by service and Local Services Ads in two markets.
The challenge
When MG Studio took over the Google Ads account in January 2025, there was no reliable conversion tracking and the website was not set up to turn visitors into enquiries. We started from scratch: we rebuilt the tracking so a real lead (a website form or a call) was counted as one, and we gave the campaigns something solid to learn from. Smart bidding needs a steady stream of conversions, and early on there were too few real leads for the campaigns to learn on their own.
What MG Studio did
- We cleaned up the conversion actions so each lead action is measured once, under a clear name.
- In phase one, from February to June 23, 2026, the Search campaigns bid toward high-intent micro-conversions, such as clicks on the contact page, while they built up data.
- On June 24, 2026 phase two began and we moved to hard conversions only. Since then a website form, a call from the website and a call from an ad are the only primary conversions. The micro-conversions are still tracked as secondary actions, so they show up in reports without steering the bidding.
- Microsoft Ads reporting uses the same idea: only contact clicks and form submissions count as leads, and button clicks such as "Free Estimate" are reported as signals.
- We review Local Services Ads leads in both markets and rate them in Google. Genuine enquiries are rated as good, and short or unclear calls are left unrated instead of guessed.
- Our ads team runs the campaigns day to day and keeps optimizing them.
Results
- From June 24 to September 21, 2026, 3.83% of search ad clicks became a real lead, up from 2.27% in the same window of 2025. Real leads from Google Search rose from 52 to 70.5 on fewer clicks. Google splits credit for some leads between campaigns, so the counts can include fractions.
- Inside MG Studio's own work, the switch to hard conversions paid off quickly. Real Search leads went from 18.75 in phase one (March 26 to June 23, 2026) to 70.5 in phase two (June 24 to September 21, 2026), and the lead rate went from 0.83% to 3.83%.
- Local Services Ads brought in 41 leads from July 1 to September 25, 2026, up from 28 in the same months of 2025. Leads rose each month, from 12 in July to 13 in August and 16 in September, the best month since at least January 2025.
- We reviewed 27 Local Services Ads leads from late July to September 21, 2026. Twenty-one were genuine service enquiries, including siding repair and replacement, dry rot, and a whole-house redwood shingle job. None were spam or sales pitches. Six short or unclear calls were left unrated.
Services used
Google Ads management, conversion tracking, Local Services Ads lead review and rating, and Microsoft Ads reporting.
Metrics come from the Google Ads accounts for Blyss Construction's Search campaigns and its Local Services Ads in Sacramento and Oakland. Spend and revenue figures are not published without client approval.