Johannesburg, South Africa - Marketing strategy consultant Katina Ndlovu has released a new case study demonstrating how a service-based business generated 280 high-intent leads in two months using Google Local Services Ads, highlighting the growing importance of trust-based visibility and decision-stage demand capture in local search.
The anonymised case study, covering the period from July to September 2025, documents how a service business leveraged Google’s Local Services Ads platform to achieve near-total top-of-search visibility, resulting in a consistent flow of inbound phone enquiries from decision-ready customers.
According to the performance data, the campaign achieved a 99.66 percent top impression rate and a 51.75 percent absolute top impression rate, meaning the business appeared at or near the top of Google search results for almost every relevant local query during the campaign window. Over that period, the business generated 182 phone leads and 98 message leads, with phone calls accounting for the majority of conversions.
“Service businesses do not struggle because of a lack of traffic,” said Ndlovu. “They struggle because demand arrives inconsistently or at the wrong stage of the buyer journey. This case study shows what happens when marketing is aligned with how real service customers make decisions.”
Unlike traditional pay-per-click advertising, Google Local Services Ads prioritise verified businesses, customer reviews, and proximity, placing providers directly above standard paid and organic results. Ndlovu notes that this structural difference makes the platform particularly effective for businesses that rely on phone calls, rapid response, and local trust to convert leads into revenue.
The case study emphasises that performance was driven by strategic alignment rather than short-term optimisation tactics. Budget allocation was weighted toward phone-based enquiries, campaign availability was aligned with operational capacity, and visibility was maintained consistently rather than in short bursts.
Industry research supports these findings. Studies show that phone calls convert at significantly higher rates than digital form submissions for service businesses, particularly in local and urgent service categories. At the same time, Google has increasingly prioritised trust signals such as reviews, responsiveness, and verification when determining visibility in Local Services Ads.
Ndlovu’s analysis also highlights the relevance of structured case studies in the age of AI-driven search. As search engines and AI assistants increasingly surface summaries, examples, and proof points rather than promotional claims, clearly documented outcomes are becoming essential assets for service-based brands.
“This is not about chasing every new platform,” Ndlovu added. “It is about building systems that capture demand at the moment it exists, in a way that the business can realistically support. When that alignment is right, performance becomes predictable.”
The full case study outlines the strategic approach, performance data, and practical implications for service businesses considering Google Local Services Ads as part of their marketing mix.
About Katina Ndlovu
Katina Ndlovu is a marketing strategy consultant specialising in SEO, AI-aware visibility, and demand capture for service-based businesses. Her work focuses on building marketing systems that convert real search intent into measurable, sustainable outcomes.
For more information or to view the full case study, visit Katina Ndlovu's webiste.
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