Casper PPC Campaigns Built to Turn Clicks Into Customers
More phone calls and booked work from Google search, and now from AI search too.
Google Ads, Microsoft Ads, and Meta campaigns for Casper service businesses, engineered around the only metric that pays back: revenue per booked lead, not click volume.
Latest case study below: +76% Google Ads conversions on a 2.29% spend increase.
- Google Ads, Microsoft Ads, Meta, LinkedIn. Every channel where the cost-per-lead math closes
- Conversion tracking wired to your CRM, not just Google Ads (GA4 + CallRail + offline imports)
- Dedicated landing pages per intent. The home page is not a landing page
- Monthly reporting tied to leads and revenue. Google Partner. 5.0 across 30+ Google reviews
Partner
How a 78-year-old Gulf Coast glass company drove 76% more Google Ads conversions on a 2.29% spend increase.
Casper service businesses run in a thin Rocky Mountain auction shaped by the oil-and-gas cycle, a North Platte River-anchored regional service economy, and a long cold-weather season, where the cheapest click is rarely the cheapest lead. The Dixie Glass campaign shows what disciplined PPC management does to that math.
Dixie Glass, a third-generation Mississippi Gulf Coast glass company in business since 1946, came to Lithium with Google Ads campaigns that were spending without producing tracked conversions. We rebuilt the campaigns around proper conversion tracking, tightened the keyword and match-type strategy, deployed dedicated landing pages, and wired CallRail through to GA4. Over twelve months, on only a 2.29 percent ad spend increase, Google Ads conversions climbed 76 percent and the campaign conversion rate landed at 15.57 percent.
DIXIE GLASS — GOOGLE ADS REBUILD
Three things Casper PPC programs miss that we don't.
Casper's small auction punishes broad-match guessing.
Search volume across Natrona County is a fraction of Denver or Salt Lake, so a single broad-match miss can pull a week of budget on irrelevant clicks from Cheyenne, Gillette, or even across into Nebraska. We tighten match types early and pair geo-targeting with rural-radius logic so the spend actually lands on Casper buyers.
Casper revenue rises and falls with the oil-and-gas cycle.
When the Powder River Basin is busy, contractor and service-business demand spikes for everything from HVAC to legal to dental. When drilling slows, the auction loosens fast. We build flexible budget envelopes that follow the actual demand signal rather than coasting on a flat monthly target, and we adjust ad copy and offers to match local-economy reality.
Casper PPC math closes on cost per booked lead, not impressions.
In a market this size, impression share looks healthy on paper and means nothing if the phone is not ringing. We report leading indicators weekly during launch, then leads, cost per lead, and revenue every month against your CRM. The strategy call is built around what actually closed, not on a vanity dashboard.
Ranking for queries that do not convert
In Casper, where Bay Area business-services CPCs run $7 to $12, every wasted click is a measurable dollar lost. Lithium’s PPC programs are built around the cost-per-lead math first, click volume second.
Technical debt blocking growth
Service-business buyers prefer to tap a phone number rather than navigate a menu to find one. A site missing a click-to-call link in the hero, and a sticky mobile bar that keeps it within thumb reach during scroll, loses the calls you paid to earn through ads.
Generic content that says nothing local
A PPC campaign without proper conversion tracking, dedicated landing pages, and negative-keyword discipline is invisible in your CRM dashboard. The clicks may be there, the impressions may be there, but the booked work is flat. That is where most of the Casper ad spend silently leaks.
No measurement tied to revenue
Buyers decide whether to keep scrolling in about five seconds. A site that shows no reviews, no project photos, no service-area clarity, and no trust signal in the hero loses every time to a competitor who placed a single five-star rating in the right spot.
Eight things we ship inside every Casper PPC retainer, not as upsells.
Every Casper PPC engagement starts with the same audit and gets the same build, whether you serve Downtown Casper, the South Casper neighborhoods, Mills, or the broader Natrona County base. The work below is what produces a campaign that pays back in a thin Wyoming auction that swings with the energy cycle.
Conversion tracking, properly wired
GA4 events on every form and click-to-call. CallRail call tracking with call quality scoring. Server-side conversion imports for Google Ads. Offline-conversion imports from your CRM (HubSpot, Salesforce, GoHighLevel). The algorithm cannot optimize toward leads it cannot see.
Dedicated landing pages per intent
Landing pages built for the buyer behind the keyword, not the home page. Single offer above the fold, tap-to-call thumb-zone-friendly, one form, one CTA, and a load time under 2.5 seconds on a mid-tier Casper mobile network. Every high-intent keyword cluster gets its own page.
Keyword strategy + match-type discipline
Keywords mapped to buyer intent (research, comparison, decision) and tied to estimated revenue per lead. Match-type discipline that prevents broad-match drift from eating budget on the wrong queries. Monthly negative-keyword review from the search-terms report.
Ad copy + Responsive Search Ads
Ad copy that names the actual service, not “quality work.” Responsive Search Ads with the maximum asset count, manual headline pinning where intent demands it, sitelinks tuned to Casper buyer language, and structured asset extensions. Every variant tagged for A/B analysis.
Geo-targeting + audience layering
Geo-targeting at the suburb level, not the metro level. Bid modifiers tuned to your actual conversion data across the neighborhoods you serve. Audience layering with in-market segments, remarketing pools, and customer-match uploads from your CRM. The right click, the right place, the right time, at the right bid.
Bid management + remarketing
Manual control on high-intent keywords, Google’s tCPA and tROAS automation where the data supports it. Remarketing audiences segmented by funnel stage, with display, YouTube, and Discovery campaigns layered on top of search for Casper buyers who clicked but did not convert. The full funnel, not just the first click.
Reporting tied to revenue, not vanity
Looker Studio dashboard updating daily on impressions, clicks, conversions, conversion rate, and ROAS by campaign and ad group. Call quality scored and reviewed monthly. Monthly written report ties everything back to leads delivered, cost per lead, and revenue. The same numbers Lithium uses internally to manage your program.
Optimization cadence that pays back
Daily monitoring during the first 30 days, weekly after that. Bid adjustments, ad copy rotations, and budget reallocations happen on real data: search-terms reports, conversion data by ad group, landing-page conversion rate, device and audience performance. Every change is logged and tied to a measurable outcome.
The verticals where our Casper PPC playbook turns clicks into customers most reliably.
Casper’s economy runs on oil and gas (the Powder River Basin and the broader Wyoming energy industry has Casper as a regional hub), regional healthcare anchored by Wyoming Medical Center, Casper College, and the home services and trades supporting a year-round residential and commercial base across Natrona County. These are the verticals where our PPC programs deliver the most consistent cost-per-lead math.
HVAC, plumbing, electrical, and roofing trades in Casper run on a brutal high-plains winter cycle. Furnace and boiler failures from October through April are the year’s biggest emergency-intent surge, and frozen-pipe calls cluster into the deep cold snaps that routinely push well below zero with brutal wind chill. We build seasonal call-only campaigns, geo-target Casper plus the rural radius out toward Mills, Evansville, and Bar Nunn, and run tap-to-call landing pages that load fast on rural mobile. Cost per lead typically lands $55 to $115 once optimized.
Independent dental and medical practices in Casper operate in the orbit of Wyoming Medical Center, the largest hospital in the state, with patient flow from across Natrona County and the wider central Wyoming service region. We run procedure-specific ad groups, insurance-friendly landing pages naming the carriers actually accepted (Blue Cross Blue Shield of Wyoming dominates), and conversion tracking through your booking platform. Energy-industry corporate benefits can drive specific employer-PPO patient flow that is worth campaign segmentation.
General contractors and builders in Casper handle a mix of energy-industry-driven commercial work, residential remodels across Downtown and South Casper, basement and foundation work driven by frost cycles, and the steady stream of barndominium and acreage builds that fit Wyoming’s rural building patterns. We run project-type ad groups, image and YouTube creative shot at real Casper jobsites, and quote-form landing pages with realistic price-range expectation setting. Energy-cycle awareness should shape budget timing.
Casper attorneys handle a mix of oil-and-gas law tied to mineral rights, royalty interests, and surface-use issues, personal injury tied to I-25 and the Powder River industrial traffic, workers’ comp from energy and trades work, family law, and a steady estate-planning practice. Wyoming State Bar advertising rules apply. We run practice-area campaigns tied to real buyer intent, consultation-booking landing pages, and conversion tracking that ties each high-CPC click to a booked call.
Casper’s restaurant and hospitality scene runs through Downtown Casper, the CY Avenue corridor, and the East 2nd Street commercial strip. Volume spikes during the Central Wyoming Fair and Rodeo, the College National Finals Rodeo (when it comes through), and the energy-industry expense-account business-meal cycle. We build event-driven campaign scheduling, local-intent search campaigns, OpenTable conversion tracking where it applies, and creative that knows real Casper rather than treating it as generic Mountain West.
Auto repair, body shops, and diesel service in Casper run on heavy I-25 corridor commercial-truck flow, energy-industry fleet work, a high pickup and SUV ownership share, and the steady ranch and ag-vehicle service base. Diesel and heavy-equipment service is a real specialty. We run service-emergency call-only campaigns, OEM and powertrain-specific ad groups, parts-and-labor landing pages with frank Wyoming-winter framing, and dynamic call extensions during shop hours. Fleet and diesel ad groups need their own bid structure.
Casper’s specialty retail concentrates around Downtown Casper, the Eastridge Mall corridor, and the outdoor, hunting, and fishing retail cluster that is core to Wyoming’s identity. We run Google Shopping campaigns with product feeds, local-inventory ads tied to current stock, store-visit conversion tracking, and remarketing audiences segmented by product category. Hunting-season and outdoor-recreation timing creates real campaign-scheduling opportunities most agencies miss.
Casper’s B2B service economy leans into oilfield services and vendors tied to the Powder River and broader Wyoming energy base, regional logistics and trucking, ag and ranch services, and the steady professional-services bench supporting the energy and government sectors. Buying cycles run long and procurement-driven. We run LinkedIn-paired Google Ads campaigns, gated-content lead-gen funnels with realistic monthly volumes, ABM-style targeting against the named energy and oilfield-services buyers, and long-cycle attribution wired through HubSpot. Cost per qualified opportunity matters more than cost per first-touch click.
From audit to optimized campaigns, with weekly check-ins through the first month.
Profitable PPC is a compounding system, not a one-time launch. The Lithium process starts with an audit and conversion-tracking rebuild, then ships campaign optimizations on a weekly cadence with monthly reporting that ties impressions to booked work.
Audit and strategy
We pull your Google Ads, Microsoft Ads, GA4, CallRail, and CRM data and audit your current campaigns against impression share, conversion rate, quality score, and search-terms waste. We map your service mix, real Casper buyer journeys, and revenue per lead. You receive an audit deliverable in week one with priorities ranked by impact.
Conversion infrastructure
Before we touch ad copy, we wire conversion tracking properly. GA4 events on every form and click-to-call, CallRail through to Google Ads, server-side conversion imports, and offline-conversion imports from your CRM. The algorithm cannot optimize toward leads it cannot see, so this gets done first or everything else compounds slower.
Campaign build
Ad groups structured by buyer intent, ad copy with the maximum Responsive Search Ads asset count, dedicated landing pages built for each high-intent keyword cluster, geo-targeting at the suburb level (tuned to the neighborhoods you actually serve), and a baseline negative-keyword list. Every campaign launches with a 30-day optimization plan already mapped.
Launch and learning phase
We build your Casper campaigns from the ground up: ad groups by intent, ad copy with the maximum Responsive Search Ads asset count, sitelinks tuned to Casper buyer language, geo-targeting at the suburb level, and dedicated landing pages for the highest-intent keywords. Every campaign launches with a baseline negative-keyword list and a 30-day optimization plan already mapped.
Ongoing optimization
Daily monitoring during the first 30 days, weekly after that. We optimize on search-terms reports, conversion data by ad group, landing-page conversion rate, device and audience performance, and quality score drift. Bid adjustments, ad copy rotations, and budget reallocations happen on real data, not gut feel. Every change is logged and tied to a measurable outcome.
Measurement and monthly iteration
Monthly written report tied to leads, cost per lead, and revenue from paid search. Strategy call with DJ Van Zanten to set the next month’s priorities. The strategy adjusts every thirty days based on what is actually moving the phone in Casper. Not what looks good on a vanity chart.
What a Casper service-business owner actually gets, by PPC approach.
Transparent pricing. Management starts at $500/month, separate from your ad spend.
Typical Casper service businesses run $500 to $1,500 per month in management on top of $2,000 to $5,000 in monthly ad spend. Pricing scales with monthly ad spend, channel count (Google, Microsoft, Meta, LinkedIn), and how much landing-page production work the campaign needs. You will see the math on the first call. No haggling, no hidden upsells.
Service businesses Lithium runs PPC for.
Willard Power Vac
“Lithium Marketing has been amazing for our business. They have greatly increased our web traffic and helped us land hundreds of jobs.”
Drake’s 7 Dees
“Cost per lead is down, lead quality is up, and the monthly reports actually mean something. Lithium runs our Google Ads like they own the business.”
Rickabaugh Construction
“Working with Lithium Marketing has been awesome.”
Casper PPC, straight answers.
A properly built Casper campaign starts producing tracked conversions within the first week of launch. The first 30 days are a learning phase where the algorithm calibrates on a thin volume of real data, and the energy-industry demand cycle adds variance to the early signal. Cost per lead typically stabilizes by month two and improves through month three as negative-keyword lists tighten and landing pages get conversion-rate-tested. We report weekly during the first month, monthly after that.
Casper CPCs run well below the national average, often $2 to $5 in trades and $6 to $13 in legal, but the auction is shallow and a single broad-match miss can blow through a week of budget on irrelevant Cheyenne, Gillette, or even Nebraska clicks. The buyer pool is energy-cycle dependent and notably loyal to local operators. PPC works in Casper when the campaign is built tight around the actual metro. Properly run Casper campaigns deliver cost per lead under $85 in trades and under $170 in legal.
Management starts at $500 per month, separate from your ad spend. Typical Casper service businesses run $500 to $1,000 per month in management on top of $1,200 to $3,000 in monthly ad spend. The Casper market does not need metro budgets to produce real lead flow, and over-spending here usually pushes the campaign into wasteful rural geographies. The number depends on monthly ad spend, channel count, and landing-page production. You will see the math on the first call.
No reputable PPC agency guarantees a specific cost per lead, because both the auction and your offer move it. Casper especially varies by quarter, with the energy-industry cycle, the deep-winter trades surge, summer rodeo and event timing, and hunting season each shifting demand on different schedules. What we guarantee is the work. Conversion tracking shipped properly, dedicated landing pages per intent, monthly negative-keyword review, weekly bid optimization, and reporting tied to revenue per lead.
Quality Score is Google’s estimate of how relevant your ad and landing page are to the keyword. It directly affects your cost per click and ad position. We optimize Quality Score on three vectors: expected click-through rate (better ad copy, headline pinning where intent demands it), ad relevance (tight ad-group themes, one core keyword set per ad group), and landing-page experience (dedicated pages per intent, fast mobile load, message-match with the ad). A 7+ Quality Score on high-volume keywords often saves Casper clients 30 to 50 percent on cost per click compared to a 4 or 5.
Three layers. Leading indicators: impressions, clicks, click-through rate, Quality Score, and search impression share in the Natrona County auction. Mid-funnel: conversion rate by ad group, conversion rate by landing page, and call quality scoring on every CallRail-recorded inbound (every call matters in a market this size). Revenue: leads delivered, cost per lead, ROAS, and revenue attributed to paid via offline conversion imports from your CRM. The dashboard updates daily and the written report ships monthly with a strategy call.
Daily campaign monitoring during the first 30 days (weekly after), bid and budget optimization with energy-cycle-aware logic, ongoing ad copy and creative testing, landing-page conversion-rate optimization, monthly negative-keyword review tuned to filter cross-county and cross-state spillover, audience segmentation refinement, call quality scoring, monthly reporting tied to leads and revenue, and a strategy call with DJ Van Zanten. Casper retainers above the base tier include seasonal landing-page production and CRM offline-conversion wiring.
Yes. PPC is the fastest channel for a new Casper business because it does not depend on review history or earned visibility, which take time to compound in a small Wyoming market dominated by multi-generation incumbents. A new business with a real offer, a clean landing page, and proper conversion tracking can produce tracked leads within the first week. We typically pair an aggressive PPC launch with a measured SEO build over the next six months so the blended cost per lead drops as earned visibility compounds.
Your Casper PPC strategy call is run by DJ Van Zanten, not handed to a junior account manager.
DJ Van Zanten joined Lithium as co-founder in 2018 and leads the strategic side of every client partnership. His approach is real-talk consulting: map out a simple, actionable plan, identify the revenue opportunities that matter most, and translate the technical work into business outcomes you can measure. Behind DJ on every Casper PPC program, co-founder Kurt Schell directs the technical and content execution, drawing on more than twenty years of SEO, PPC, and conversion-rate work. The strategy call you book is the actual call you take, with the person who will be calling the shots on what to prioritize, what to ignore, and how to measure progress.
Get a free 30-minute Casper PPC audit.
On the call we look at your current Casper PPC campaigns against impression share, conversion tracking depth, search-terms waste (especially leakage to Cheyenne, Gillette, and across to Nebraska), landing-page conversion rate, and the actual cost per lead your CRM is recording. You leave with a specific 30-day plan, whether or not you decide to work with us. There is no slide deck and no sales pitch.
- No-obligation 30-minute call with DJ Van Zanten, not a junior
- Written priority list of the top 5 to 10 changes that will move leads
- Google Partner with a 5.0 rating across 30+ Google reviews