Real results for real local businesses

The challenge

In May, the account was getting plenty of traffic, but too much of it wasn’t turning into enquiries. Budget was being spent on clicks from people who were never going to book a roofer.

What I did

• Reviewed search terms every few days and blocked searches from people looking for roofing suppliers and materials, not a roofer
• Raised bids in the areas, on the devices and for the audiences that were already bringing in leads
• Switched bidding to target cost per lead rather than clicks
• Rewrote the weakest ads and switched off Google’s auto-generated ones

The challenge

August was a quiet month. During the heatwave, fewer homeowners were searching for roofing work, and the leads that did come in were expensive. When demand picked up in September, the aim was to grow lead volume quickly without letting costs rise with it.

What I did

• Spotted that roof repairs had been the most reliable source of cheap enquiries all summer
• Set the account up to let the roof repairs campaign take more of the extra searches as demand returned
• Adjusted bids toward the devices and audiences that were converting best