Google Ads Case Study
Dumpster Rental Google Ads Case Study: 233% More Conversions
How a locally owned dumpster rental and junk removal company generated 3.3× more Google Ads conversions, reduced acquisition costs, and increased phone calls by 154%.
+233%
Google Ads Conversions
−12%
Cost Per Conversion
+154%
Phone Calls From Ads
2.5×
Conversion Rate Improvement
Comparison period: July–December 2024 vs. July–December 2023. These are not current 2026 campaign results.
Executive Summary
3.3× more conversions at a lower cost per acquisition.
Dumpster rental Google Ads delivered 3.3× more conversions in July–December 2024 than during the same period in 2023. Conversions increased from 6 to 20, representing 233% growth, while cost per conversion decreased 12%, from $524 to $463.
At the same time, phone calls from ads increased 154%, and conversion rates improved from 1.72% to 4.36%. These improvements occurred despite a significant increase in advertising investment, demonstrating the value of concentrating advertising dollars on high-intent searches.
The Client and the Challenge
A locally owned dumpster rental company in the Southeastern United States.
The client is a locally owned junk removal and roll-off dumpster rental company in the Southeastern United States. The business has served a multi-county region for more than a decade and offers roll-off dumpsters in four sizes:
- 10 cubic yards
- 15 cubic yards
- 20 cubic yards
- 30 cubic yards
Its dumpsters are designed to fit residential driveways and are priced according to volume. During the second half of 2023, dumpster advertising was divided between a dedicated Google Search campaign and an older remarketing campaign that also ran across Google's Search Partners and Display networks. This approach generated substantial impressions but relatively few qualified interactions.
The 2023 performance included:
- 15,857 impressions
- 348 clicks
- 2.19% click-through rate
- 6 conversions
- $524 cost per conversion
The challenge was to reduce wasted advertising exposure, reach customers actively searching for dumpster rentals, and generate more conversions at a lower cost.
Dumpster Rental Google Ads Results
July–December 2024 vs. July–December 2023
| Metric | Jul–Dec 2023 | Jul–Dec 2024 | Change |
|---|---|---|---|
| Conversions | 6 | 20 | +233% (3.3×) |
| Conversion rate | 1.72% | 4.36% | +2.64 pts (2.5×) |
| Cost per conversion | $524 | $463 | −12% |
| Phone calls from ads | 13 | 33 | +154% |
| Clicks | 348 | 459 | +32% |
| Click-through rate | 2.19% | 17.61% | +15.42 pts |
| Impressions | 15,857 | 2,606 | −84% |
| Average cost per click | $9.03 | $20.16 | +123% |
| Ad spend | $3,143 | $9,255 | +194% |
Although average cost per click increased, the advertising strategy attracted substantially more qualified traffic. The campaign generated more conversions and phone calls while lowering cost per conversion. The decline in impressions was intentional: advertising exposure shifted away from lower-intent placements and toward searches demonstrating stronger rental intent.
Like-for-Like Google Search Comparison
When examining the dedicated Google Search campaign alone, cost per conversion decreased 28%, from $644 to $463, while conversion rate increased from 2.48% to 4.36%.
Google Ads Conversions
Conversions increased from 6 to 20, a 233% improvement (3.3×).
Cost Per Conversion
Cost per conversion decreased 12%, from $524 to $463.
Phone Calls From Ads
Phone calls from ads increased 154%, from 13 to 33.
How We Improved Google Ads Performance
Concentrating investment on high-intent searches.
The improvements came from concentrating advertising investment on high-intent Google searches and actively managing campaign targeting, bidding, creative, and budgets.
Focused Advertising Investment on Google Search
Previously, dumpster advertising ran partly through a remarketing campaign that also served on Search Partners and Display. Between October 2023 and March 2024, dumpster ad groups within that campaign spent $2,243 and generated just two conversions. These placements were phased out by mid-2024. Beginning in Q3 2024, all dumpster advertising investment was concentrated on Google Search. This enabled the campaign to prioritize users actively searching for dumpster rental services.
Built Campaigns Around High-Intent Keywords
The campaign emphasized exact-match keywords associated with rental intent. Keyword themes included dumpster rental, roll-off dumpster rental, 10-yard dumpster rental, 15-yard dumpster rental, 20-yard dumpster rental, 30-yard dumpster rental, and city-specific dumpster rental searches. Ad groups incorporated location-specific keyword variations for communities throughout the company's service area. Redundant keywords were removed in October 2024 to simplify the campaign structure.
Refined Bidding and Advertising Creative
Campaign bidding was refined using location, device, and advertising schedule adjustments. Notable changes occurred on October 31 and November 29, 2024. Responsive search ads were also updated in November 2024 to improve messaging and relevance. These changes helped focus advertising investment on searches with stronger conversion potential.
Actively Managed Advertising Budgets
Campaign budgets were monitored and adjusted frequently. Between October and December 2024, budgets were adjusted 18 times to respond to demand. This helped allocate advertising investment during the busy fall cleanout and renovation season.
Why Our Google Ads Strategy Worked
Allocating dollars toward stronger purchasing intent.
The central improvement was not simply spending more money. It was allocating advertising dollars toward customers with stronger purchasing intent. By eliminating lower-performing placements, improving keyword targeting, refining bidding, and adjusting budgets based on demand, the campaign generated substantially more conversions.
The results demonstrate how a focused Google Ads strategy can improve lead-generation efficiency for local dumpster rental businesses. These results are not guaranteed outcomes for future clients, and they do not represent all conversions as confirmed sales, booked rentals, or unique customers.
How We Measured the Results
Why this date range was selected.
July–December 2024 represented the strongest sustained period for dumpster rental advertising in the account. Comparing that period with July–December 2023 provided a seasonally consistent year-over-year comparison.
Scope
All 18 ad groups containing "dumpster" in their names across the relevant Search, remarketing, and demo campaigns. Excluded: junk removal, mattress, appliance, and demolition ad groups.
Data Source
Google Ads ad-group reporting from the client's account, retrieved October 16, 2026, and segmented by quarter. The quarterly totals reconcile to $51,643 in dumpster-related advertising spend between January 2023 and September 2026.
Conversions
Represent the Google Ads Conversions column as recorded in the account. We do not claim that all conversions were confirmed sales, booked rentals, or unique customers.
Phone Calls
Represent calls attributed to Google Ads call assets. Phone calls are separate from conversions and are not included in the conversion count. Dollar amounts are rounded.
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