Running Google Ads for niche service industries can be hard, but if you do it right, the results can be huge. In this episode, Kyle from Max Conversion talks about a demolition Google Ads campaign from November 2025. He shares tips on how to get high-quality leads at a low cost by carefully targeting keywords, managing ad groups, and optimizing conversions.

This case study gives business owners and marketers who want to get the most out of their ads and lower their cost per lead useful tips that you can use in your own campaigns.

Table of Contents

Understanding the Campaign Performance

Over the last 60 days, this demolition campaign achieved impressive results:

• Clicks: 148
  
• Impressions: 2,000
  
• Conversions: 45 leads (including phone calls and form submissions)
  
• Total Spend: $2,800
  
• Conversion Rate: 30%
  
• Cost per Lead: $61
  
  

Kyle says, "One out of three clicks on Google Ads turns into a lead, which is a great result in a competitive market." These numbers show that carefully planning campaigns and targeting the right audience can make a big difference in the quality of leads and how efficiently they work.

Key Ad Groups and Top-Performing Keywords

The campaign was organized into several ad groups, each designed to capture specific types of demolition work:

• Demolition: 35% conversion rate
  
• Commercial Demolition: 11% conversion rate
  
• Concrete, Houses, Pools: Moderate conversions, focusing on specialized services
  
• Land Clearing: Low performance and considered optional
  
  

The most successful keywords driving conversions were:

• Demolition company near me
  
• Demolition companies near me
  
• House demolition companies near me
  
• Demolition costs
  
  

Kyle says, "These are high-intent keywords that show the person searching is ready to hire a service, not just looking for information."

Campaign Structure and Keyword Strategy

A critical takeaway from this campaign is the emphasis on match types and negative keywords:

• Use exact match or phrase match for all keywords to prevent irrelevant clicks.
  
• Avoid broad match in competitive industries like demolition, which can trigger ads for unrelated searches such as U-Haul rentals, junk removal, or scrap metal.
  
• Maintain a large negative keyword list and update it consistently to remove non-converting, top-of-funnel searches.
  
  

By only using bottom-of-funnel keywords, searchers who are actively looking for services, ad spending is kept low and conversion rates stay high.

Actionable Lessons for PPC Success

1. Prioritize high-intent keywords: Target searches with clear intent to hire a service.
   
2. Structure ad groups by service type: Separate demolition, commercial, concrete, pools, and other services to better track performance.
   
3. Use precise keyword match types: Exact and phrase match reduce wasted clicks and increase lead quality.
   
4. Continuously refine negative keywords: Remove non-converting searches to improve ROI.
   
5. Track conversions meticulously: Include calls, form submissions, and other lead forms to measure true campaign success.
   
   

These tips help demolition companies (or any other service-based business) get the most out of their ads while keeping the cost per lead low.

Conclusion

This demolition campaign is a great example of how structured Google Ads management, careful keyword selection, and constant optimization can get you high-quality leads at a low cost. Businesses can see real results quickly by focusing on bottom-of-funnel keywords and constantly improving their campaigns.

Book a free strategy call with Max Conversion if you need help making your Google Ads work better.