One purpose-built page cut cost per conversion by 49%.
Google Ads were running for gutter guard installation with essentially no conversions — there was no dedicated landing page built for the offer. In month one after launch, calls grew 567%.
The Problem
Ad spend, no destination built to convert it.
EZ Window Cleaning was running Google Ads to promote their gutter guard installation service but getting essentially no conversions from the spend.
The Approach
Removing friction between click and lead.
Problem First
Led with the pain, not the pitch
"Tired of clogged gutters that have to be cleaned every year?" opens the page before the solution is introduced — plus a "Made in Canada" trust badge for a manufacturing-conscious audience.
Justified Detail
An address field that feels like part of the quote
Explicitly framed ("so we can properly assess work capacity and provide a detailed job estimate") so extra detail feels like accuracy, not friction.
Dual Conversion Paths
Call or fill the form — either way, pre-qualified
A "Call for fast 5-minute phone quote" CTA sits beside the form, with checkbox service selection to pre-qualify the job type on submission.
Results
The numbers, side by side.
Cost per conversion
Total conversions
Phone calls / month
Clicks
Same ad spend. A page built to actually convert it.
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