The Brief:

Before I started working with this client, they mainly relied on social media advertising for their lead generation. Alongside this, they did have an active Google Ads campaign, but this wasn't giving them the quantity of leads they needed for it to be considered a worthwhile investment. With the goal in mind to eventually replace their social media advertising with Google Ads, this business needed more leads while seeing a significant return on its investment. 

The Solution:

• Keyword Research & Enhancement: The ads were only targeting broad match keywords, which was eating into their budget and was attracting a lot of unrelated searches. The keyword list was also too long, so I reduced this, only keeping keywords with higher CTRs.

• Brand Ad Group: After noticing a decent amount of branded searches (people looking for this particular business) and high-intent localised searches (users looking for a local bathroom fitter) with good CTRs, I created a branded ad group to capture these searches. 

• Ads Assets: The campaign was missing good, basic ad assets, such as promotions and callouts. I refreshed the account with new ad assets, which strengthened the search ads we were running. 

• Conversion Value: To track ROI, we needed a conversion value to work with. Before doing this, we focused on getting this account to a healthy level and producing a good amount of leads each month. With this done, it was time to assign a value to these conversions. We used the business' average project price and close rate to give us the value of a single conversion. 

Calculation: Average Project Price (9,000) x Close Rate (0.40) = Conversion Value (3,600)

• Ongoing Optimisation: The most important step was the ongoing work we did on this account, which included regular optimisation, analysing data, refreshing ad creatives, adjusting targeting, and more. 

Even after achieving this great result, my work is not done with this account. To keep it going from strength to strength, we must keep up the good work we have been putting in as we take this account to the next level, allowing my client to rely on Google Ads for their lead generation and helping them achieve their next set of goals. 

Before partnering with this family-run business, their Google Ads weren't doing much and not helping in the way of sales. After taking over, I restructured the campaigns and focused on a new strategy. As a popular local attraction for families with younger children, the trampoline park benefited from already-high brand awareness and reputation. 

In anticipation of summer—when business is slower for this park, and they see some sessions go unfilled—I created a brand-based ad group that would act as our main click magnet, attracting searchers who are already looking for this business and what they can provide. I accompanied this with a 'Parties' ad group for higher-ticket conversions and a top-of-funnel set of ads targeting those who are searching for local, fun things to do. 

On a budget of just £8/day—which is approximately £240/month—my client saw a massive ROI (return on investment) of 38%! This was made possible through the low CPC (cost-per-click) as we targeted those high-intent searches with our brand-based ad group, attracting people looking for a local trampoline park for their family days out. 

As a residential construction company that builds new houses, renovates existing spaces, and extends homes, this business was having a difficult time attracting interest for its services via Google Ads. The few leads they did get were mostly low quality—people who weren’t ready to start a project anytime soon—wasting both time and resources for the client.

When taking on this client, I knew that transparency and communication would be very important. As a provider of high-ticket services, my first challenge was making it clear that to see benefits from Google Ads, the client may need a larger budget and more patience as we scale to a level we are comfortable with. After getting through this, it was time to put in the work and start focusing on achieving a steady growth of leads. 

This change was what really transformed this account for the better, as well as a hefty budget increase to £60/day. Even with this increase in leads, it was only one step in a two-step plan. Now that we were getting a decent amount of leads a month, we still had to improve the quality of the leads. Through regular communication with the client, we noticed that a lot of these leads were one of three things:

1. Too far out of the catchment area 

2. Not serious about enquiring with the business 

3. Could not afford this particular level of service 

After adjusting our location targeting, we were able to reduce the amount of leads coming from areas out of the business's catchment areas. To remedy the other, more challenging concerns, it would take a more hands-on approach. This problem wasn't helped by the client wanting to reduce their budget to just £20/day. 

Given these challenges, I decided to switch the bidding strategy to maximise conversion value, which meant we would attract users who are more likely to be able to afford our services. Plus, with the reduced budget, I decided to pause our two search campaigns so that we could keep all of the new budget focused on the Performance Max campaign, which was giving the best results. 

This quick-thinking initiative was just what this account needed. Although the reduced budget meant fewer leads, this was a worthwhile trade-off because, with this new bidding strategy in place, the quality of leads improved drastically, resulting in a happy client and a sturdy foundation to build upon. 

Make Google Ads Work For You