Google ads Case Study
Client Background & Goal
The client is a home improvement service business operating across multiple locations in the USA. The business depends on lead quality, not just lead volume.
Goal: Generate consistent, high-intent leads at a controlled and predictable cost across locations.
This is a high-competition, high-intent market, where poor structure quickly leads to cost escalation.
Core Problem
In multi-location home improvement accounts, ads usually fail due to strategy issues, not platform issues:
Mixed user intent across campaigns. Weak or noisy conversion signals.
Cost increases when scaling starts. Unstable performance due to frequent changes
The real challenge is how intent is captured and how the algorithm is trained.
Execution Breakdown
Campaign Objective: Lead generation
Bidding: Conversion-focused, disciplined bid control
Targeting: High-intent search traffic without over-narrowing
Funnel Alignment: Ads → landing pages → clear service action
Tracking: Consistent conversion tracking used for optimization decisions
Strategic Thinking
The account was structured to separate intent clearly, not just split budgets.
High-intent users were prioritized for conversion actions
Conversion signals were kept clean and business-relevant
Campaign structure allowed learning to stabilize instead of resetting
This helped Google’s algorithm understand which users actually matter.
Optimization Logic:
- Signal quality was optimized before scaling
Learning phase was respected. - No unnecessary bid or structure changes.
- Waste controlled through intent clarity, not aggressive tweaks
Result
Clicks: ~4.98K
Conversions: 403
Cost per Conversion: ~$35.95
Total Spend: ~$14.5K
Final Note
This campaign succeeded not because of shortcuts, but because the platform was trained with clear intent, clean signals, and a structure built for long-term stability.
The result was predictable, scalable lead generation aligned with real business goals.
