Google Ads Case Study
The Challenge
A home removals company approached me after becoming frustrated with the performance of their Google Ads account.
The account was generating very few enquiries, the cost per conversion was high, and the quality of the leads wasn’t meeting the needs of the business. They were beginning to lose confidence in Google Ads altogether.
My Approach
Before making any changes, I met with the client to understand their business, services, goals and what success would look like for them. This ensured the advertising strategy aligned with the wider objectives of the business rather than focusing solely on campaign metrics.
I then carried out a comprehensive audit of the Google Ads account and identified several issues that were limiting performance:
- Campaigns and keywords were competing against one another, reducing efficiency.
- Ad groups lacked a clear, logical structure.
- Ad copy wasn’t aligned with the keywords being targeted.
- Landing pages didn’t match the user’s search intent, reducing conversion potential.
Rather than making small adjustments, I completely restructured the account. This included reorganising campaigns and ad groups, eliminating keyword overlap, rewriting the ad copy to better match user intent and rebuilding the landing pages to create a more relevant experience for prospective customers.
Once the account was performing efficiently and delivering stronger results, I recommended gradually increasing the advertising budget. With a solid account structure in place, the additional investment could be used to scale performance rather than compensate for inefficiencies.
The Outcome
Over the following six months, the account was transformed from an underperforming campaign into a scalable lead generation system.
- Increased conversions from 6 to 52.5 per month.
- Reduced Cost per Conversion from £76 to approximately £19.
- Increased the volume of qualified enquiries while improving lead quality.
- Improved Quality Scores through a more relevant account structure, ad copy and landing page experience.
- Created a scalable Google Ads account capable of supporting continued business growth.
Skills Demonstrated
- Google Ads Strategy
- Google Ads Account Audits
- Campaign Restructuring
- Search Campaign Management
- Performance Max (PMax)
- Keyword Research & Organisation
- Search Intent Mapping
- Ad Copywriting
- Landing Page Optimisation
- Conversion Rate Optimisation (CRO)
- Target CPA Bidding
- Budget Optimisation
- Performance Analysis
Tools Used
- Google Ads
- Google Keyword Planner
- Google Analytics 4
- Google Tag Manager
- Google Sheets / Excel (
- WordPress
- Go High Level
Why This Strategy Worked
Successful Google Ads campaigns aren’t built by simply increasing budgets or changing bids. They’re built by ensuring every part of the account works together.
By aligning the business goals, campaign structure, keywords, ad copy and landing pages with customer search intent, the account became significantly more relevant. This improved campaign efficiency, generated more qualified enquiries and created a scalable Google Ads account that could support the client’s long-term growth.
Key Insight
The best-performing Google Ads accounts aren’t built by increasing budgets; they’re built by understanding the business, matching customer intent and creating a seamless journey from search to conversion.