01The Challenge
Lakshmi Home Care had demand, but their setup wasn’t organized to capture and convert it efficiently.
Key issues
Unorganized Google Business Profiles: inconsistent naming, phone numbers, and ownership access across locations
Multiple people handling calls: no standard lead flow; delays in callbacks and missed leads
Unstructured Google Ads accounts: performance tracking wasn’t consistent city-to-city
Website not built for multi-location conversion: limited clarity on service areas, routing, and enquiry capture
No reliable reporting: lack of call recordings/central lead data meant they couldn’t predict outcomes or optimize budgets
Result: lead leakage and poor visibility into what was working across cities.
02Goals & Metrics
Goals
- Record every lead and build a proper lead management system
- Measure spend vs outcomes across cities and channels
- Organize and activate Google Business Profiles for consistent local visibility
Success metrics (as agreed)
- Centralized Google Business admin ownership with clean profile structure
- Improved Google Business calls and visibility (Maps + local discovery)
- Maintain lower CPC and consistent impression share for high-intent searches
Additional operational metrics to track (recommended)
- First response time
- Missed call rate
- Call-to-booking conversion rate
- City-wise cost per lead (CPL) and lead quality
03Our Strategy
We built a centralized growth system that connects local discovery + paid demand + lead handling.
- Google Business consolidation (multi-location governance) Standardize profiles, ensure correct phone routing, and remove duplication/confusion so each city profile drives calls to the right team.
- Performance marketing by city + service intent Rebuild Google Ads structure to track outcomes at city level while protecting efficiency (CPC + impression share).
- Website rebuild for multi-location conversion Create a location-aware website structure that supports service intent, improves trust, and captures leads cleanly (calls + forms + WhatsApp).
- Marketing automation + lead tracking Build a single lead pipeline that captures every enquiry (calls/forms/WhatsApp), routes it to the correct city POC, and records outcomes.
- Reporting that connects spend to results Build dashboards and tracking so the team can answer: “Which city is profitable, which service is driving quality leads, and where are we losing enquiries?”
04Execution
01A) Google Business Profile cleanup + central control
- Created a centralized GBP admin for all locations
- Standardized: business names, categories, service areas, and phone numbers
- Implemented profile SOPs: posting cadence, reviews process, and service updates
- Fixed duplicated/conflicting profiles and access issues
- Improved consistency for Maps rankings and local discovery
02Placeholder outcome:
- Google Business calls: [+X%]
- Profile visibility: [+X%]
- Direction requests / website clicks (if applicable): [+X%]
03B) Google Ads restructuring for 10-city control
- Rebuilt campaigns by city + service category (AC / fridge / washing machine)
- Implemented cleaner match-type control and negative keyword hygiene
- Added conversion tracking for calls + forms (and city-level attribution)
- Created budget rules to protect high-performing locations and reduce wasted spend
- Set impression share guardrails for priority cities and peak season demand
04Placeholder outcome:
- CPC: [↓ X%]
- Impression share: [X% sustained]
- Cost per lead: [₹X]
05C) SEO for local service discovery
- Built service + city mapping (what people search in each location)
- Created/optimized location/service pages based on intent
- Improved technical SEO basics (indexation, internal links, speed, schema where needed)
- Strengthened local relevance signals across site + profiles
06Placeholder outcome:
- Top 3 rankings for priority city keywords: [X keywords]
- Organic calls/leads: [+X%]
- Non-branded visibility: [+X%]
07D) Web development (conversion + routing)
- Rebuilt site architecture around:
- Clear service categories
- City coverage clarity
- Strong call-to-action placement (call/WhatsApp/form)
- Added city-wise routing logic: enquiry reaches the right POC faster
- Implemented trust markers: brand authorization, process clarity, service guarantees (if approved)
08Placeholder outcome:
- Conversion rate: [+X%]
- Form completion rate: [+X%]
- Drop-off reduction: [X%]
09E) Marketing automation + lead management
- Implemented a centralized lead capture system:
- Call tracking + missed call capture (if used)
- Form leads routed into a single sheet/CRM
- WhatsApp auto-replies + lead acknowledgement
- Created lead stages:
- New lead → Contacted → Booked → Job completed → Not converted (reason)
- Built a city-wise reporting view so management can review performance without depending on individual POCs.
10Placeholder outcome:
- First response rate improved by [+X%]
- Missed leads reduced by [X%]
- Lead-to-job completion tracking accuracy: [X%]
05Results
- Centralized control over all Google Business Profiles with clean naming + phone routing
- Lead recording and tracking implemented across channels
- City-wise measurement for spend vs outcome established
- Google Business calls and visibility improved: [+X%]
- CPC maintained at [₹X] while keeping impression share stable at [X%]
- Lead leakage reduced through faster routing and follow-up: [X% improvement]
06Proof Gallery
A selection of proof points from the engagement: reports, rankings and lead tracking shared with the client.
Key takeaway
Lakshmi Home Care moved from scattered marketing and missed calls to a structured system that supports scale across Tamil Nadu. With a centralized lead pipeline, cleaner Google Business presence, and measurable city-wise ad performance, they gained better control over growth and service operations
