Craig at State Business Filings, Inc. felt stuck. He’d built up his Google Ads campaigns, but leads were slow, the cost per lead was climbing, and he wasn’t sure which keywords or clicks actually turned into customers. He needed visibility, efficiency, and tracking that he could trust.
11,354 Leads & a 42% Lower Cost-Per-Lead Through Google Ads
What If You Put Up These Numbers?
78 % Jump
in Monthly Leads
in Monthly Leads
42% Drop
in Cost Per Lead
in Cost Per Lead
148% Higher
Conversion Rate
Conversion Rate
State Business Filings, Inc. is a Texas company that handles the paperwork most entrepreneurs dread, formations, reinstatements, franchise-tax reports, and extensions. They fill out and file forms to start a business, bring it back if it shuts down, and send in yearly tax reports, so owners don’t have to mess with tricky government rules.
Challenges
- Busy seasons caused ad prices to jump around.
- Using broad words like “LLC filing” put them up against big national companies.
- They couldn’t tell which keywords made people call or fill out a form.
- Too many keywords were stuffed into a single Ad Group, so Google assigned the ads low scores.
- People outside of Texas were clicking on their ads, the only state they serve.
Goal
Own every high-intent search in Texas, slash wasted spend, and turn May 15 panic into a flood of profitable sign-ups without raising the monthly ad budget.
How We Did It
I fixed the whole ad account. I grouped ads by what people were really looking for, tracked which ads brought in phone calls, and wrote new ads that made people act fast before important deadlines.
Services Implemented
- Google Ads Audit (Review of keywords, campaign structure, and wasted spend)
- Conversion Tracking (Call tracking, form submissions, clicks)
- Search Campaign Build & Optimization (Setup and restructuring of Search Campaigns)
- Keyword Targeting (High intent, branded, and competitor keyword strategy)
- Ad Copywriting & Extensions (Sitelinks, callouts, structured snippets, forms)
- Bid Strategy Management (CPA targets, maximize conversions, impression share)
Unique Levers
- Grouped Ads by What People Really Want instead of putting all keywords in one big group
- Wrote Urgency-Driven Ad Copy Based on State Filing Deadlines
- Tracked Every Call & Form
“I started using Joel back at the end of 2023. I relaunched in January of 2024 and in 2024 my total Gross sales went up 65 percent over 2023. My lead quality, phone calls, and webforms grew that I actually brought on 2 extra employees. So far in 2025 I'm up in additional 45 percent in revenue from 2024. PLEASE UNDERSTAND MY ONLY SOUCRE I USE IS GOOGLE ADS so without Joel my company would not be where it is today.”
Craig Huxford
Owner, State Business Filings, Inc.
Results
78% More Leads
from 619 to 1,103 per month
42% Lower Cost Per Lead
average CPL dropped from $24 to $14
148% Increase in Conversion Rate
improved from 7.49% to 18.63%
Business Impact
- 65% revenue growth after relaunching ads in January 2024, driven entirely by Google Ads as the sole marketing channel.
- Hired two additional compliance specialists to handle the increase in phone calls, web forms, and qualified leads.
- Expanded service offerings with new upsells like “Same-Day Reinstatement” to meet demand and capture more high-intent traffic.
- 2025 revenue already up 45% YoY
Key Takeaways & What’s Next
We used local keywords, time-sensitive offers, and smart tracking to turn Craig’s ad account into his only source of leads and the biggest reason his business is growing.
Next, we’re using the same strategy in Florida to continue to grow the business this year.
Let’s Fix Your Ads — Book a Free Consultation
Schedule a free call and I’ll show you how to improve your account—no fluff, no obligation.