Air Control Home Services
Building a highly profitable media engine in Lake Havasu.
How EMSC drove a 13.61× ROAS for Air Control Home Services by bringing editorial precision to Google Performance Max.
Prepared by EM Search Consulting · September 2026
The reported numbers.
Every value and source note below is reproduced from the published case study.
13.61x
Return on Ad Spend
Source: March 2026 KPI Tracker
$48.44
Cost Per Lead
Source: March 2026 KPI Tracker
2.08%
Conversion Rate
Source: March 2026 KPI Tracker
2.14%
Click-Through Rate
Source: March 2026 KPI Tracker
Air Control Home Services
A family-style, local home-services brand operating in Lake Havasu, AZ, and surrounding areas. Providing expert Plumbing, HVAC, and Electrical services to their community.
Why Performance Max?
The goal was pure lead generation. We needed to expand reach beyond traditional search ads and drive cheaper leads, especially critical when search CPCs spike.
Audience: 25+ demographic targeting
Intent: In-market asset groups for high intent
Reach: Geo-targeted asset groups for broader coverage
Deliberate refinement made the difference.
Performance Max can be a powerful channel for expanding reach and driving higher lead volume, but without careful management, it can introduce lower-quality spam leads. The deliberate refinement of targeting and placements is what made the difference.
1. Well-built campaign with strong messaging and media
Great creative is the foundation. We didn't just dump assets into the platform; we crafted cohesive narratives tailored to specific home service needs.
2. Intentional placement & negations
Tight control over where the spend lands. We actively excluded app placements, filtered out children's content on YouTube, restricted to ages 25+, and applied strict negative keyword lists.
3. Focus on high-quality conversions
Only valuable, verified conversions were fed back into Google's algorithm. This clean data diet strengthens learning signals and compounds performance exponentially over time.
Plumbing: Performance Max
The Plumbing campaign: assets, headlines, descriptions, and previews exactly as they appeared in Google Ads. HVAC and Electrical campaigns ran with the exact same architectural approach.
A faithful recreation of Google Ads' “External Preview,” the same artifact the client receives.
Google Ads
External Preview · Plumbing: Performance Max
plumber lake havasu az
Sponsored
Air Control Home Services
call.aircontrolaz.com/plumbing
Family-owned home services with five-star reviews across Mohave County. Book online or call for fast, dependable plumbing repairs and installations.
Same-Day Service · Upfront Pricing · 24/7 Emergency · Licensed & Insured
Headlines · 7 of 15 · 30 chars max
Descriptions · 3 of 5 · 90 chars max
- Family-owned home services with five-star reviews across Mohave County. Book online or call for fast, dependable plumbing repairs and installations.
- Licensed, insured, and on call 24/7. Transparent flat-rate pricing, no surprises, no upsells. Serving Lake Havasu City and surrounding areas.
- From slow drains to full repipes. Your local Air Control plumber arrives on time with the parts and the price up front.
- Asset groups
- In-market intent · Geo-targeted reach · 25+ audience targeting · App placements excluded · YouTube kids content excluded
- Final URL
- https://call.aircontrolaz.com/plumbing/
One dedicated experience per service line.
Long-form, conversion-focused landing pages, built specifically to catch high-intent traffic and turn it into booked appointments. One dedicated experience per service line.
