Case Study

How I Fixed a Funeral Home’s Failing Ads & Turned Clicks into Calls

Running Google Ads for a funeral home is not as simple as setting up a campaign and waiting for leads to roll in. It’s a highly competitive industry where every click costs money, and if your campaigns aren’t optimized, you’re just burning cash.

Recently, I audited a funeral home’s Google Ads campaigns and found major issues:

  • Generic AI-written ad copies – No emotional connection, no reason to click.
  • Same offers as competitors – Nothing unique to stand out.
  • No social proof or engagement – No trust signals to back up their services.
  • Poor campaign structure – Call ads were showing on desktops where calls can’t even be made.
  • No negative keywords – Wasting budget on irrelevant searches.
  • No proper keyword optimization – Targeting too broad, leading to poor-quality leads.

The Fix: A Targeted Call-Only Strategy

After reviewing everything, I restructured their campaigns from scratch. Instead of running broad, scattered ads, I focused on:

✅ Location-targeted call-only ads – Ensuring ads only showed to people in the right area, ready to make a call.
✅ Emotional & direct ad copy – No robotic text. Instead, I wrote ads that connected with people in a sensitive time.
✅ Bid strategy adjustments – Focused on high-intent searches instead of wasting money on irrelevant clicks.
✅ Negative keyword implementation – Cut out unqualified traffic that had no intent to convert.
✅ Optimized campaign structure – Ensured mobile users saw call-only ads, increasing direct calls.

The Results After 30 Days

After running the optimized campaign for a month, the improvements were clear:

📞 17 high-quality conversions in the last two weeks
📉 Conversion rate jumped to 7.33%
💰 Cost per conversion started to decline as the campaign matured

As time goes on, the campaign is becoming even more efficient, reducing costs while maintaining lead quality.

Final Thoughts

Google Ads can work wonders for local service businesses—but only when done right. If your campaigns aren’t structured properly, you’ll end up paying for clicks that never turn into customers.

If you’re struggling with Google Ads and want real results, feel free to reach ou