Case Study / Construction Google Ads
From Random Leads To a 2.9× Increase in Quote-Ready Enquiries
Executive Snapshot
This construction and home improvement business offers multiple services across Greater London. Their Google Ads account was active, but campaigns were unstructured, costs were rising, and lead quality was inconsistent.
We restructured the account with clear service-level campaigns, focused local targeting, and accurate conversion tracking. Within a few months, lead flow became consistent, wasted spend was reduced, and it was clear which services were driving real revenue.
Client Background
- Industry: Construction & home improvement
- Location: Greater London
- How they make money: Quotes for refurbishments, extensions, roofing, and specialist building work
For this type of business, not all leads are equal. One good project can outweigh ten poor enquiries, so control and clarity matter more than volume.
The Real Problem
The account looked busy, but it wasn’t working properly.
- All services were lumped into the same campaigns
- Ads showed outside real working areas
- CPCs kept creeping up
- Leads came in randomly
- There was no clear view of which services were profitable
If this carried on, spend would keep rising without knowing what was actually driving revenue.
Goals & Success Metrics
We agreed clear, practical goals before rebuilding anything.
- Increase quote-ready enquiries
- Reduce wasted spend
- Lower average CPC
- Separate performance by service
- Make budget decisions based on data, not guesswork
Simple goals, tied directly to profit.
Constraints & Challenges
This wasn’t a clean slate.
- Competitive London construction market
- Multiple services with very different values
- High CPCs on broad renovation terms
- Quality vs volume trade-off
So the account needed structure, not more spend.
Strategy Overview
Throwing more budget at the problem wouldn’t fix it. The real issue was lack of control. So instead of chasing leads, we focused on building a system where:
- Each service stood on its own
- Spend could be adjusted based on performance
- Leads could be traced back to real jobs
- Make budget decisions based on data, not guesswork
Efficiency mattered more than visibility.
What We Did (Detailed Breakdown)
Keyword Structure
We rebuilt the account around services.
- Separate campaigns for each service.
- Service-specific keywords only.
- Ongoing removal of low-intent searches.
This reduced irrelevant impressions by 34% in the first month.
Bidding & Cost Control
We tightened control across the board.
- Radius targeting around profitable zones only
- Bids adjusted by service value
- Budgets split based on enquiry quality
Average CPC dropped from £5.80 to £4.10, a 29% reduction, without losing relevant traffic.
Ad Copy & Local Relevance
Ads were rewritten to match each service.
- Clear service naming
- Local signals built in
- No generic “construction company” MSGs.
CTR improved from 3.6% to 6.2%, showing the ads were finally matching intent.
Results (Before vs After)
| Metric | Before | After | Change |
|---|---|---|---|
|
Quote-ready enquiries /
month |
17 |
49 |
+188% |
|
Average CPC |
£5.80 |
£4.10 |
−29% |
|
Wasted spend |
High |
Reduced |
−37% |
|
Service-level visibility |
None |
Full |
Complete control |
|
Lead consistency |
Unstable |
Predictable |
Major improvement |
Why This Worked
This worked because the strategy matched how the business actually operates.
- Services were treated separately
- Budgets followed performance
- Ads matched real search intent
- Decisions were based on enquiry quality, not clicks
Nothing fancy. Just proper control.
Client Feedback
Key Takeaway
If you run a multi-service construction business and want control, not guesswork, this approach works.
- You don’t need more traffic.
- You need clear, profitable enquiries.
