Case Study: Kathmandu Home Services Stack (Maps + Ads)
One stack view of two published engagements — Google Ads CPA work and local SEO lead growth. Client names withheld on the source pages. This page adds no new numeric KPIs.
Source URLs only: Google Ads case · Local SEO case. Different timelines and (where stated) different accounts — do not treat as one blended P&L.
Case details
| Type | Stack synthesis of two published home-services cases (Kathmandu). |
|---|---|
| Industry | Home services — plumbing, electrical, home repair |
| Location | Kathmandu, Nepal |
| Problem (shared pattern) | Trades lose money on wasted Search queries and weak Maps/local pages; calls and WhatsApp are the real conversions, not homepage bounce rates alone. |
| Layer A — Google Ads | Published on kathmandu-home-services-google-ads: CPA NPR 4,722 → 2,571 (−42%) in 90 days; conversions 18 → 28/month. (Source case also notes spend and CVR; see that URL.) |
| Layer B — Local SEO | Published on kathmandu-home-services-local-seo: qualified leads 12–15 → 42–48/month (3×) over six months; organic visits 450 → 2,847/month. |
| Stack logic | Local SEO/GBP and service pages capture “near me” and brand demand cheaply; cleaned Search campaigns buy emergency and high-intent jobs without funding DIY/competitor waste. WhatsApp and click-to-call sit on both layers. |
| Outcomes (as published only) | No combined “stack ROAS” or invented single-client blend. Cite Layer A and Layer B figures separately from their source pages. |
| Arjan’s role | As documented on each source case (Ads lead strategist; local SEO system as published). |
| Hub | Digital marketing for home services Nepal |
Why a stack page exists
Operators often ask whether to “do SEO or Ads first.” The published answer on this site is both jobs, sequenced: stop Search waste and fix landings for paid; build GBP + service pages for durable local demand. Numbers stay on the two case URLs — this page only shows how they fit together.
Method (combined)
- Audit Search terms and GBP before raising budget.
- Service-specific landings with NPR ranges, reviews, and WhatsApp/call CTAs (LCP matters on mobile).
- Campaign split by trade/intent with negatives — see Ads case for the 90-day sequence.
- Local SEO system (GBP, area pages, citations discipline) — see local SEO case for the six-month lead and organic figures.
- Offline job feedback so Ads conversions match completed work where tracking allows.
Implementation pointers
Do not merge the two timelines into one “before/after” chart. The Ads window is 90 days; the local SEO window is six months. Client identities remain withheld as on the source pages. For city nuance, start from the national hub and Kathmandu home-services pages linked from home services marketing.
Published figures (recap — cite sources)
- Ads: CPA NPR 4,722 → 2,571 (−42%); conversions 18 → 28/month — source.
- Local SEO: qualified leads 12–15 → 42–48/month (3×); organic 450 → 2,847 — source.
No additional lead lifts, occupancy-style %, or blended ROAS are claimed here.
Talk trades on WhatsApp
Message @gurkhatech with trade type, city, and whether Maps or Ads is the bottleneck.