Case brief: Home services Google Ads
Best for: Week 4 (SEM) · Week 7 (CVR) · Week 8 budget defense
Source of truth: /case-studies/kathmandu-home-services-google-ads/ · Narrative: /blog/google-ads-cpa-reduction-case-study-nepal-2026/
Situation
Kathmandu Valley plumbing + electrical advertiser. Single broad campaign to the homepage, weak negatives, jobs/DIY waste. Client name withheld.
Numbers (as published)
| Metric | Before | After (90 days) |
|---|---|---|
| Monthly spend | NPR 85,000 | NPR 72,000 (−15%) |
| Conversions (calls + forms) | 18 | 28 (+56%) |
| CPA | NPR 4,722 | NPR 2,571 (−42%) |
| CVR | 3.1% | 5.8% |
| Wasted query spend | ~35% | ~8% |
Avg job value cited on source: ~NPR 4,500 plumbing / ~NPR 6,200 electrical — post-change CPA profitable on first-visit jobs.
What they did (manager view)
- Stop waste — 180+ negatives; kill DIY/jobs intent.
- Structure — split Emergency plumbing / general plumbing / electrical with dedicated landing pages.
- Landing — click-to-call, WhatsApp, NPR price ranges, reviews; LCP 4.2s → 1.8s.
- Bidding — Target CPA only after enough conversions on the strongest campaign.
MBA discussion
- Map this to your Week 4 deliverable: 2 ad groups, negatives, bid logic vs LTV:CAC.
- Why did less spend produce more conversions?
- Where would you put WhatsApp vs form in the conversion definition?
Cite in pitches
“Published Kathmandu home-services Search case: CPA NPR 4,722 → 2,571 (−42%) in 90 days (source).”
