-40%Cost per lead
High-quality leads at a fraction of the previous cost
An educational fintech company in Germany
Read the case studyA damp-proofing contractor in Ireland · Leinster, Ireland
Surveys booked at €24 a lead, down from €61
Search ads and one very good landing page for a specialist contractor.
- Industry
- Construction and trades
- Timeframe
- 4 months
€24Cost per lead, from €61
5.8xSurveys booked
-18%Monthly ad spend
Before and after
| Before | After | |
|---|---|---|
| Surveys booked a month | 9 | 52 |
| Cost per lead | €61 | €24 |
| Out-of-area calls | 48% | 6% |
| Landing page conversion | 2.1% | 11.8% |
Book a free damp survey
11.8% conversion
Cost per lead−61%
Surveys 5.8xOut of area 6%
The situation
A damp-proofing contractor whose Google Ads delivered a handful of expensive enquiries a month and a lot of calls from people outside its area.
A single campaign, one ad group, broad match, landing on the home page. Half the calls were from counties the contractor did not cover.
What we changed
- Campaigns by problem: rising damp, condensation, basement tanking, each with its own page
- Strict location targeting with county-level bid adjustments
- A survey booking page with a three-step form and before-and-after photos
- Call tracking with a short qualifying script for the office
- Negative keyword lists rebuilt weekly from search terms
What happened
Cost per lead fell from €61 to €24 and the contractor books nearly six times more surveys a month on a smaller budget.