How Jim’s Group Doubled Leads and Cut CPL by 75% in Four Weeks

Behind every one of Jim’s Group’s vans is a franchisee whose livelihood depends on a phone that keeps ringing.

When the phone slows down, the whole network feels it.

That’s the situation Jim’s Group walked into our office with. Their Google Ads campaign for Jim’s Garage Doors wasn’t broken – it was just expensive, slow, and quietly haemorrhaging margin. They needed a turnaround. They needed it fast. And they needed it without doubling the budget.

Four weeks later, conversion rate had tripled, cost per lead had dropped by roughly 75%, and lead volume had more than doubled. Then we did it again — for a completely different division of the same franchise network.

Here’s the full story.

Meet Jim’s Group

Jim’s Group is one of Australia’s most recognised brands. You’ve seen them. They’ve got 4,000+ franchisees across 50+ specialised divisions, all under one of the most trusted brands in the country.

Two of those divisions came to us with the same underlying challenge:

• Jim’s Garage Doors: Same-day garage door repairs, installs, and automation across Melbourne, Adelaide, and Sydney. 30+ years of brand equity. Every major brand serviced.
• Jim’s IT: Mobile computer repairs and IT support for homes and businesses. Over 300,000 jobs completed nationally. Technicians from Hobart to Darwin.

Different services. Different buyer journeys. Same structural problem.

In a franchise network, a lead is only valuable if it lands in the right postcode. A booking in Geelong does nothing for a franchisee in Penrith. A motivated buyer in Adelaide who pings the wrong inbox is a customer lost — and a franchisee left wondering where all the leads went.

Most agencies don’t get this. They optimise for clicks, conversions, and CTR, then hand the network a spreadsheet that looks great on paper while franchisees on the ground wonder where the work is. The geography is the whole game.

That’s the problem we built Locations Plus to solve — and it’s why we run a dedicated practice in franchise SEO and multi-location marketing.

The Challenge: A Campaign That Wasn’t Failing But Wasn’t Winning

Here’s the thing about a 7% conversion rate. It’s not a disaster. It’s not the kind of number that gets you fired. Leads were coming in. The pipeline was alive. By a lot of agency benchmarks, that’s a respectable campaign.

But “respectable” doesn’t pay franchisees.

Strip away the surface stats and the Google Ads campaign was bleeding in ways that mattered:

• Cost per lead was high enough to eat into margin on every smaller job and small jobs are the bread and butter of garage door servicing
• A 7% conversion rate meant 93% of the paid traffic was walking away
• Lead quality was patchy – too many enquiries from postcodes outside service areas, which means franchisee time spent on calls that went nowhere
• There was no clear path to scale. Doubling the budget would just buy more of the same expensive, inconsistent leads

The brief Jim’s Group put on the table was honest and ambitious: dramatically more leads, dramatically lower CPL. At the same time. No trade-off.

Most agencies would have politely explained that you have to pick one. More leads or cheaper leads. That’s how the laws of paid media work, right?

Not when the bottleneck isn’t the bidding. It’s the architecture.

The Solution: Locations Plus, Built for Franchise Networks

Locations Plus is our proprietary lead generation framework, purpose-built for multi-location service businesses – franchise networks, home services, mobile trades. Anywhere geography and intent have to be matched precisely for a lead to be worth anything.

Without giving the whole game away, here’s the thinking behind the five layers:

1. Geography that actually matches the business

Generic state-level or city-level campaigns leak budget like a busted hose. Locations Plus rebuilds the account so every franchisee’s service area is defined and funded properly. No more burning clicks on postcodes you can’t service. No more starving the suburbs where demand is hottest.

2. Intent matching that respects the buyer

Someone Googling “garage door spring replacement Box Hill” is not the same person as someone searching “how much does a new garage door cost.” Both are valuable. Both convert very differently. Most accounts shove them into the same campaign and wonder why CPL is bloated.

Locations Plus splits these journeys so the right message hits the right searcher. And the right franchisee gets the right job.

3. Landing pages built to convert locally

You don’t hit 25%+ conversion with a generic national landing page. You hit it when the page actually feels local – local trust signals, local service areas, transparent pricing expectations, mobile-first speed, and a quote form with zero friction. We rebuilt the path from click to enquiry from the ground up, drawing on the same local SEO principles that anchor our suburb-level landing page work.

4. Ruthless negative keyword management

Every poorly-optimised account is quietly funding clicks that will never convert. Job seekers researching careers. Students doing assignments. Competitor brand confusion. DIY tyre-kickers. We strip them out, then keep stripping. It’s not glamorous, but it’s where a huge chunk of the CPL reduction lives.

5. Optimisation that never stops

Locations Plus isn’t a launch. It’s a system. The campaign that works in week four is almost never the campaign still winning in week 24 if no one’s touched it. Weekly performance reviews, monthly strategic adjustments, ongoing creative testing – that’s the engine that compounds the result.

We deployed all five layers for Jim’s Garage Doors in a four-week sprint. Weeks one and two were diagnostic and rebuild. Weeks three and four were launch, monitor, and aggressively optimise.

Then we watched the numbers.

The Results: The Numbers That Changed Everything

Three things worth pulling out, because they matter more than the headline numbers:

The conversion rate held. A spike in week two that settles back to baseline by week six isn’t a result. It’s a bidding quirk. The 25%+ conversion rate didn’t peak and fade. It stuck. That’s a structural shift in how paid traffic moves through the funnel, not a temporary win.

The CPL didn’t just drop. It collapsed. Cutting CPL by roughly three-quarters means every dollar of ad spend is doing four times the work it used to do. Same budget, four times the lead flow or same lead flow, a quarter of the budget. Either way, the unit economics are unrecognisable.

The leads were better, not just cheaper. This is the part agencies bury when their cheap-leads play backfires. Plenty of campaigns can drive CPL down by buying low-quality traffic. The leads in this turnaround were better matched to franchisee service areas, higher intent, and easier to convert into booked jobs.

On the ground, the impact was immediate. Diaries filled faster. Service vans spent less time idling between jobs. The Google Ads account stopped being a budget line head office had to defend and started being the growth engine the network could actually lean on.

Round Two: Same Playbook, Different Division

Within weeks of the Garage Doors turnaround, Jim’s Group came back with the obvious question.

“Can you do this for Jim’s IT?”

On the surface, the two businesses don’t look alike. Garage doors is high-urgency, mostly residential, often emergency repair. IT support stretches from home users to small businesses to managed services: different price points, different keywords, different buyer journeys entirely.

But the structural challenge was identical. A franchise network. Technicians scattered across geographies. National brand recognition that had to cash in at the local search level. Lead routing that had to match intent to postcode or the whole machine fell apart.

We started in Victoria, Jim’s IT’s strongest market, and the natural test bed. Within the first deployment cycle, the campaign was holding a sustained 20%+ conversion rate, using the Locations Plus framework adapted for the IT services buyer journey rather than copy-pasted from garage doors.

Then we rolled out, state by state. Each new market taught us something fresh about how IT support search behaviour shifts between regions. But the underlying architecture held.

Same framework. Locally tuned. Consistently delivering.

The pattern that emerged from working across both divisions:

• Locations Plus is the system. It’s repeatable.
• The local tuning is the craft. Each market, each service, each franchisee mix needs its own adjustments.
• The ongoing optimisation is the moat. The accounts that keep performing are the ones we keep working on. There is no autopilot.

Stronger lead quality. Consistent conversion across markets. Growth that didn’t break when we scaled it. That’s the difference between a one-off win and a methodology.

Why It Actually Worked (Beyond the Tactics)

Here’s the part most case studies skip. The playbook matters. But what made this engagement land, across two very different divisions of the same network, had as much to do with how we worked as what we built.

The brief was ambitious. So we treated it that way. Jim’s Group didn’t ask for a polish job. They asked for a transformation. That clarity at kick-off shaped every decision downstream. Vague goals produce vague campaigns. Sharp goals produce sharp ones.

Four weeks is not standard agency timing. It’s possible because our team is in-house, senior, and built to move. No two-week wait for a junior to escalate to someone who can actually answer the question. When the brief is “fast,” we deliver fast.

Transparent reporting from day one. Per-minute time tracking. Monthly performance breakdowns. No fancy dashboards that say “engagement is trending up” without telling you what that means in dollars. If you’re spending real money, you deserve to see exactly where it went and exactly what came back.

We didn’t make it up as we went. Locations Plus isn’t a slide deck. It’s a system refined across dozens of multi-location accounts. When Jim’s Group walked in, we weren’t sketching a strategy on the back of a napkin. We were applying a framework that already worked, then tuning it for their specific markets.

That’s the agency we are. And that’s why Jim’s Group has kept scaling with us.

Got a Multi-Location Business That’s Stuck?

If you’re running a franchise network, a multi-site service business, or any model where leads need to be matched to geographies, and the numbers aren’t where they need to be, there’s a strong chance the bottleneck is architectural, not budgetary.

CCM is a Google Premier Partner (top 3% globally) with 17+ years of multi-location campaign experience and over $115M in Google Ads spend managed for Australian businesses. Locations Plus was built specifically for networks that look like Jim’s Group and it scales.

Want to see what Locations Plus could do for you? Get in touch for a free audit. We’ll show you exactly where budget is leaking, what conversion rate is realistically on the table, and what a four-week sprint could change.

Request a free audit →

See more of the work we’ve done for franchise and multi-location businesses on our case studies page.

Click Click Media is a boutique digital consultancy based in Norwest, Sydney. Google Premier Partner since 2008. We work with growth-hungry businesses across franchise networks, eCommerce, and digitally-enabled service brands. No lock-in contracts. Senior team in-house. Transparent reporting, every month.