Track Leads
Google Ads Conversion
Ad spend
Page one keyword
Most junk removal companies do not lack inquiries. They lack the right ones, meaning the jobs where a single visit is worth ten times a standard pickup.
In July, Momentum Digital focused on one thing for our client American Junk Removal, and that was quote requests for large-item removals. The program is built around three services, pool, hot tub and shed removal, with Google Ads capturing immediate demand and the Google Business Profile feeding local discovery.
The campaign bids only on the object being removed, not the category. That returned a 12.15% click-through rate at $5.29 a click, and four of the month's ten tracked leads.
Three channels did the work across Connecticut. Paid search on large items, local pages built town by town, and a Business Profile that routes every click to a quote form.
3 Months Organic Stats
7.9K Organic clicks (Nov 8 to Jan 28)
167K Organic impressions (Nov 8 to Jan 28)
4.7% Avg. CTR (Nov 8 to Jan 28)
130+ New signups (Jan 2 to Jan 28)
The Starting Point
Junk removal demand is easy to find and hard to sort. Generic searches bring in single-item pickups that cost as much to quote as a full shed demolition, and without call-level tracking there was no way to tell which channel produced which job. Budget decisions were guesses.
The Shift
The campaign now bids on the object, not the category. Ten tracked leads in July, carrying roughly $4,300 in quoted work, two jobs already won, and every call tagged back to the channel that produced it. Spend paced at $561 against a $600 ceiling.
Junk removal and property cleanouts across Connecticut.
The program runs local SEO, Google Business Profile management and a capped Google Ads campaign, with every inbound call and form routed through lead tracking so each one can be attributed to a source.
Focus: Local SEO, Google Business Profile, Google Ads, Lead Tracking
3 Months Organic Stats
7.9K Organic clicks (Nov 8 to Jan 28)
167K Organic impressions (Nov 8 to Jan 28)
4.7% Avg. CTR (Nov 8 to Jan 28)
130+ New signups (Jan 2 to Jan 28)
Paid search found the demand first. The town pages and the Business Profile were then built around what it found.
Three ad groups on pool, hot tub and shed removal were already producing quote requests at a 12.15% click-through rate. Bidding on the object rather than the category was working before anything else was built on top of it.
East Haven and Prospect opened as city hubs. Hamden and Naugatuck got pool and hot tub sub-pages, completing two towns that had already produced pool leads. Every page shipped indexed, self-canonical, with Service and FAQ schema and CTAs routed to the quote form.
Four quote-first posts went out, two to the quote form and two to pricing tools, a junk volume estimator and a pool removal cost calculator. None carried a phone number, so WhatConverts keeps call attribution intact.
/service-area/new-haven-county-ct/east-haven/
/service-area/new-haven-county-ct/prospect/
/service-area/new-haven-county-ct/hamden/pool-removal/
/service-area/new-haven-county-ct/hamden/hot-tub-removal/
/service-area/new-haven-county-ct/naugatuck/pool-removal/
/service-area/new-haven-county-ct/naugatuck/hot-tub-removal/
Each post leads with a homeowner problem and routes to the quote form or a pricing tool. No phone numbers, so call attribution stays intact.
Your Customers Are Searching.
Are you in the results? Talk to us about what a focused local program could do for your service area.
Bidding on pool, hot tub and shed rather than the category returned a 12.15% click-through rate, and "pool removal near me" alone converted at 44%. Someone searching for the object has already described the job.
Twenty-two of thirty page-one keywords are cost questions, holding positions 4 to 10 on terms worth 40 to 360 searches a month.
No hardcoded phone numbers anywhere in the posts or new pages, so every lead traces back to a channel. That is why this report has numbers in it at all.
It depends what the leads are worth, which is why the report tracks each one. July’s ten included two hot tubs on one property quoted at roughly $1,100 combined, a shed demolition ballparked at $1,500 to $2,000, a commercial office clear-out with an on-site estimate booked, and a piano removal quoted at $375. Two were marked won at $600 and $212.70. The campaign is built around large-item services, so ticket size matters more here than lead count.
Both, measuring different things. Google’s conversion tracking counts conversion actions. The lead tracking counts qualified leads with a real job attached. The report shows 8 conversion actions and 4 qualified Google Ads leads for July, and notes that the two views count differently. Google Ads conversions rose from 3 in June to 8 in July, so both measures moved up.
Because this is where the site is strongest. Of the 30 page-one keywords, 22 are cost searches. That cluster holds positions 4 through 10 on terms worth 40 to 360 monthly searches, including “how much does junk removal cost” at 360 searches a month. The pricing content is carrying the organic program, and the July Business Profile posts route to a junk volume estimator and a pool removal cost calculator for the same reason.
This is the local-SEO pattern that has been ranking for this site. July added two city hubs, East Haven and Prospect, plus four pool and hot-tub sub-pages that completed the Hamden and Naugatuck hubs. Both of those towns had already produced pool leads, which is why they were chosen. Every page ships indexed, self-canonical, with CTAs routed to the quote form and Service plus FAQ structured data.
GA4 and Search Console both still sit under the business owner’s personal Google account, so website traffic and keyword reporting rely on third-party data. The keyword figures in this report come from SpyFu as of July 28. Google Ads and Business Profile numbers are pulled directly from those platforms and are exact. Transferring analytics access is one of the three named August priorities.
“My name is Mac and I used to work for Google. Now I help small businesses grow online and rank higher on Google”
