Home improvement brand
They had traffic. They didn’t have a structure.
$14,500 of Google Ads spend, 1,560+ conversions, $9.28 each — and a campaign structure the brand can keep using.
Industry
Home improvement & furnishing
Channel
Google Ads (Search, Local, Performance Max)
The account
A premium home improvement and furnishing brand selling both online and in store. Two kinds of buyer, arriving through the same ads.
The diagnosis
The brand was not short of visitors. It was short of a way to turn them into enquiries at a price it could defend — and short of anything repeatable if one campaign happened to work.
In-store and online buyers were being bought together, which means both were bought badly. Someone searching for a showroom and someone comparing products online want different things, and averaging them costs you both.
An account without a structure has no second month.
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The treatment
We split the account by intent. Local, Search and Performance Max campaigns running side by side, so the person who wants to visit and the person who wants to order were each bought properly.
Keywords were chosen by buying stage rather than by product name — intent-based and long-tail terms matched to where somebody actually was in the decision.
Then the ads were rewritten around the offer, the product benefit and the local presence, which lifted click-through on exactly the terms that mattered. The landing pages were fixed so more of those clicks survived the arrival.
Smart Bidding — Maximize Conversions and Target CPA — was steered by GA4 engagement and conversion signals rather than left on defaults.
The point wasn’t one good month. It was a framework the next month could inherit.
The results
- 1,560+ conversions from 25,300+ clicks
- $9.28 average cost per conversion
- $14,500 total spend
- Local campaign: 262 conversions at $4.67 each
- Search campaign: 71.75 conversions at $12.65, 7.4% conversion rate
The brand kept the framework. That is the part that compounds.
