About Chimney Safe Pro
Chimney Safe Pro is a U.S.-based chimney cleaning, inspection and maintenance company serving homeowners across Long Island and nearby New York areas. It improves home safety by preventing chimney fires, carbon monoxide risks and airflow blockages through certified chimney services. Because chimney maintenance is safety-critical, most customers search with immediate intent to book.
Project overview
Before the campaigns were optimized, Chimney Safe Pro faced challenges common to local home service businesses: low visibility for high-intent searches, strong competition from established local providers and inconsistent lead flow outside the peak winter months.
The goal was to generate qualified homeowner leads ready to schedule chimney services, rather than more traffic.
Goals
- Generate consistent, high-quality local leads
- Maintain a predictable and affordable cost per lead
- Target homeowners with immediate service intent
- Eliminate low-intent traffic and wasted spend
- Create a scalable Google Ads structure for seasonal growth
Challenges
- Low visibility for high-intent chimney service searches
- Strong competition from long-established local providers
- Inconsistent lead flow outside peak winter months
- Ad budget wasted on low-intent or informational searches
- No predictable cost per lead for confident scaling
Strategy
I built an intent-driven Google Ads lead generation strategy for a local home service business. High-intent service keywords, strict geo-targeting to the service area and conversion tracking on real leads let bidding focus on business outcomes, while negative keywords filtered out DIY and informational searches to protect the budget.
What I implemented
High-intent service keyword research
- Selected keywords with strong commercial intent, including chimney cleaning, inspection and sweeping searches in the service area
- Focused on searches from homeowners actively looking to book
Local & geo-focused targeting
- Limited campaigns strictly to Chimney Safe Pro's service areas
- Eliminated wasted clicks from outside the region
Conversion tracking & lead optimization
- Tracked lead form submissions and inquiries as primary conversions
- Based bidding and optimization on real business outcomes instead of traffic metrics
Negative keywords & traffic quality control
- Excluded DIY, product and informational searches to protect budget and improve lead quality
Tools used
Results
- 516 clicks (last 30 days)
- 181 qualified leads
- $22.26 cost per lead
- $902 total ad spend
- A consistent flow of high-intent homeowner leads at a competitive acquisition cost, letting the business plan scheduling, staffing and service capacity with confidence
