From 5 jobs a week to booked out three months in advance.

The situation

Before working with us, Dog Door Guy had no digital presence. No website. No Google Ads account. No way for someone searching "dog door installation near me" to find them at all. Work came through word of mouth - five jobs a week if they were lucky, feast-and-famine scheduling, no predictability.

The business itself was good. The installations were clean, the product range was solid, and customers who found them were happy. The problem was purely acquisition. There was no funnel, no online presence, and no system for generating leads consistently. They were completely invisible to the people actively searching for exactly what they offered.

What we were working with

The challenge wasn't rescuing a broken setup. There was nothing to rescue. We were starting from zero: no account history, no pixel data, no keyword performance to lean on, no landing page to test against.

Starting from scratch sounds daunting. In practice, it's often cleaner than inheriting a year of bad decisions. There's no accumulated damage to undo. You build the right structure once, correctly, and let it run.

The real question was whether the economics would work. Pet door installation is a high-intent, low-volume search category. People don't browse. They search when they've made a decision and want someone to show up. The conversion rates should be high if the landing experience matches the intent. The cost per click is relatively low because it's a niche.

We needed to confirm that the maths worked before spending a dollar.

What we did

• Built the website from scratch: clean single-service site, above-the-fold booking form, product range showcase, installation process explainer, and real photos of completed installs. No page builders. Fast, mobile-first, conversion-focused.
• Set up Google Ads conversion tracking correctly from day one. Every form submission tracked as a primary conversion with accurate values. No guessing at what the algorithm was optimising for.
• Launched Google Ads on exact and phrase match keywords for installation-intent searches. Tight match types from the start to control what the ads showed for and keep the data clean.
• Built a negative keyword list before the first campaign went live. Excluded DIY, product-only, and informational searches that would eat budget without converting.
• Set the landing page to match the ad intent exactly. Someone searching 'dog door installer' arrived on a page about dog door installation, not a general homepage.
• Structured bidding to maximise conversions within the $800/month budget. As data accumulated, shifted to target CPA bidding once the algorithm had enough signal.
• Set up weekly reporting so the owner could see cost per lead, conversion rate, and booking pipeline without needing to log in to Google Ads every day.

The result

The first month delivered leads at $14 each. By month three, cost per lead had dropped to $9 as the algorithm found the right audiences and the Quality Score improved.

The 80% form conversion rate is what makes this business unusual. Most service businesses convert 20–30% of leads from contact forms. Dog Door Guy converts four in five. The reasons are the same reasons good campaigns work: the person filling the form has already decided they want the job done, the site makes it easy to take the next step, and the response time is fast.

Five jobs a week became the floor, not the ceiling. The pipeline extended from a week or two ahead to three months in advance. The owner stopped worrying about where the next job was coming from and started worrying about how to fit everyone in.

$800 a month in ad spend generating a full forward book of installation work. The economics are straightforward. The hard part was just building the thing correctly in the first place.