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Google Ads case study

Google Ads Campaign Setup, Optimization & Management for Service-Based Businesses

Four client accounts, one approach: fix the tracking, target buyers who are ready to act, and optimize every month on real conversion data. Calls, quote requests and form leads for service businesses in the USA and UK.

Industry
Local & service businesses
Location
USA & UK
Category
Google Ads
Client accounts
4
$4.62
Cost per lead
Lanco Saunas, USA
24.29%
Conversion rate
Lanco Saunas, Sep 1-18
12.43%
Click-through rate
Redline Fire Apparatus
4
Client accounts
USA & UK service businesses

Results at a glance

Straight from the ad accounts

Every number below comes from the client's own dashboard, for the period shown on each case study.

01Lanco SaunasUSA · Lead generation17 conversions$4.62 per conversion
02Active Roof of GlasgowUK · Lead generation6 conversions in 7 days£21.33 per conversion*
03Home Style RoofsUK · Calls + quote requests5 phone-call leads in 1 day€5.93 per lead
04Redline Fire ApparatusUSA · Calls + offer form15 conversions12.43% CTR

*Calculated from the dashboard: GBP 128 spend / 6 conversions. Currency symbols are shown as they appear in each account.

Method

How I run every account

  1. 1

    Audit and tracking

    Google Tag Manager setup for calls and forms, plus Enhanced Conversions, tested until the data is trustworthy.

  2. 2

    Keywords and structure

    High-intent keyword research and a campaign structure built around ready-to-buy searches.

  3. 3

    Ad copy that converts

    Business-specific ads with clear calls to action for calls and quote requests.

  4. 4

    Monthly optimization

    Search-term review, budget management and a clear monthly report on leads and cost per lead.

Case study 01 · Lanco Saunas

Fixing Broken Conversion Tracking and Lowering Cost per Lead

Location
USA
Campaign / setup
Lead generation
Monthly budget
$1,000
Period shown
Sep 1-18, 2026
Conv. rate
24.29%
Conversions
17
Cost / conv.
$4.62
Cost
$78.48
Google Ads dashboard, Lanco Saunas account, Sep 1-18, 2026
Google Ads dashboard, Lanco Saunas account, Sep 1-18, 2026

The challenge

When I audited the account, conversion tracking was configured incorrectly, so Google Ads was learning from bad data. Ad copy and audience targeting were also weakly optimized. Together this meant inaccurate conversion numbers, inefficient spend and a cost per conversion that kept climbing.

What I did

  • Rebuilt the tracking foundation with Google Ads Enhanced Conversions through Google Tag Manager and tested it until lead data was captured accurately.
  • Reworked ad copy, audience targeting, campaign structure and keyword approach.
  • Launched and now optimize a Lead Generation campaign on reliable conversion signals, with monthly reporting.

Result

17 conversions at $4.62 each and a 24.29% conversion rate on $78.48 of spend (Sep 1-18, 2026). The account now runs on accurate lead data, so every optimization decision is based on real results.

Scope of work

  • Campaign setup
  • Campaign optimization & monthly management
  • Keyword research
  • Ad copywriting
  • Remarketing campaigns
  • GTM conversion tracking
  • Offline conversion tracking via CRM (HubSpot, Zoho, Odoo, Salesforce, Pipedrive, GHL)
  • Monthly reporting

Case study 02 · Active Roof of Glasgow

Lead Generation for a Local Roofing Company

Location
UK
Campaign / setup
Lead generation
Monthly budget
$1,500
Period shown
Sep 12-18, 2026 (7 days)
Conv. rate
21.43%
Conversions
6
Avg. CPC
£4.56
Cost
£128
Google Ads dashboard, Active Roof of Glasgow account, Sep 12-18, 2026
Google Ads dashboard, Active Roof of Glasgow account, Sep 12-18, 2026

The goal

A local roofing company needed a steady flow of enquiries from people actively searching for roofing services, on a defined monthly budget, with every lead tracked accurately so spend could be judged by real results.

What I did

  • Set up the Google Ads Lead Generation campaign structure and manage budget month to month.
  • Researched high-intent keywords and keep monitoring search terms for waste and new opportunities.
  • Wrote business-specific ad copy aligned to the services and target audience.
  • Implemented lead tracking through Google Tag Manager with Enhanced Conversions, plus a monthly performance report.

Result

6 conversions at a 21.43% conversion rate in the last 7 days on £128 of spend, which works out to about £21.33 per conversion. In a competitive, high-intent category, click quality matters more than click volume.

Scope of work

  • Campaign setup
  • Campaign optimization & monthly management
  • Keyword research
  • Ad copywriting
  • Remarketing campaigns
  • GTM conversion tracking
  • Offline conversion tracking via CRM (HubSpot, Zoho, Odoo, Salesforce, Pipedrive, GHL)
  • Monthly reporting

Case study 03 · Home Style Roofs

Phone Call and Get-Quote Campaign for a UK Roofing Company

Location
UK
Campaign / setup
Calls + quote requests
Monthly budget
$1,200
Period shown
29 Sep 2026 (1 day)
Avg. CPC
€2.12
Clicks
14
Phone call leads
5
Cost / conv.
€5.93
Google Ads dashboard, Home Style Roofs account, snapshot for 29 Sep 2026
Google Ads dashboard, Home Style Roofs account, snapshot for 29 Sep 2026

The goal

Generate phone calls and quote requests for a roofing company, and make sure both kinds of lead were measured, so the campaign could be optimized toward the enquiries that actually reach the sales team.

What I did

  • Built and optimize a Lead Generation campaign focused on calls and Get Quote requests.
  • Targeted high-intent keywords for people ready to book a roofer rather than casual browsers.
  • Wrote ads with strong calls to action that push toward a call or a quote request.
  • Set up and verified call and quote-form tracking via Google Tag Manager, with Enhanced Conversions where applicable.

Result

5 phone-call leads from 14 clicks at €5.93 per lead in a single-day snapshot (29 Sep 2026), with an average CPC of €2.12. Both calls and quote requests are tracked, and results are reported monthly.

Scope of work

  • Campaign setup
  • Campaign optimization & monthly management
  • Keyword research
  • Ad copywriting
  • Remarketing campaigns
  • GTM conversion tracking
  • Offline conversion tracking via CRM (HubSpot, Zoho, Odoo, Salesforce, Pipedrive, GHL)
  • Monthly reporting

Case study 04 · Redline Fire Apparatus

Call and Offer-Form Lead Generation for a Specialist Equipment Supplier

Location
USA
Campaign / setup
Calls + offer form
Monthly budget
$1,000
Period shown
Sep 1 - Oct 14, 2026
CTR
12.43%
Conversions
15
Cost / conv.
$62.20
Clicks
2.32K
Google Ads dashboard, Redline Fire Apparatus account, Sep 1 - Oct 14, 2026
Google Ads dashboard, Redline Fire Apparatus account, Sep 1 - Oct 14, 2026

The goal

Drive a steady flow of qualified phone calls and offer-form requests for a niche, high-consideration product, where each lead is valuable and the budget has to reach people who are ready to buy, not just browse.

What I did

  • Built and continuously refine Google Ads campaigns around one outcome: more inbound calls and quote requests.
  • Targeted search terms used by people ready to buy, so spend reaches ready-to-act prospects.
  • Wrote conversion-focused ad copy with clear calls to action.
  • Implemented and tested call and quote-request tracking through Google Tag Manager, with monthly reporting on calls, quotes and cost per lead.

Result

15 conversions at $62.20 each with a 12.43% CTR over Sep 1 - Oct 14, 2026. A click-through rate that high shows the ads match what buyers in this niche are searching for.

Scope of work

  • Campaign setup
  • Campaign optimization & monthly management
  • Keyword research
  • Ad copywriting
  • Remarketing campaigns
  • GTM conversion tracking
  • Offline conversion tracking via CRM (HubSpot, Zoho, Odoo, Salesforce, Pipedrive, GHL)
  • Monthly reporting

Tools and platforms

  • Google Ads
  • Google Tag Manager
  • Enhanced Conversions
  • Offline Conversion Tracking
  • Call tracking
  • Lead form tracking
  • HubSpot · Zoho · Odoo · Salesforce · Pipedrive · GHL
  • Stape
  • TAGGRS
  • Google Cloud
  • GA4
  • Looker Studio

Related services

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