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Case Study: Quality Lead Generation for a Home Improvement Services Brand
In the Best Case Studies, the Results Speak for Themselves. Here Is a Sneak Peek:
Executive Summary
This case study highlights the lead generation success for a home improvement services brand in Southampton, UK. With an average monthly Google Ads spend of approximately £50,000, we generated 1,978 conversions at a cost per lead (CPL) of £27. Using a combination of PMAX, branded, and geo-targeted campaigns, we segmented the account by location and maximized local relevance. Despite many campaigns being limited by budget, performance remains strong with a healthy optimization score and ongoing scalability potential.
Industry: Home Improvement Services
Platform: Google Ads (Search, PMAX, Brand Campaigns)
Campaign Duration: Ongoing
Monthly Ad Spend: ~£50,000 (±10%)
Location: Southampton, UK
Objectives
- Generate high-volume leads at a sustainable CPL
- Optimize campaigns by specific locations
- Maintain strong account health and Google optimization scores
- Scale while respecting monthly budget limits
Strategy Overview
- Campaign Segmentation by Geography
- Created separate campaign groups by regional targeting, with a primary focus on Southampton and surrounding areas
- Created separate campaign groups by regional targeting, with a primary focus on Southampton and surrounding areas
- Campaign Types Utilized
- PMAX (Performance Max) campaigns for broad lead coverage
- Search campaigns for high-intent service queries
- Brand campaigns to capture name-based and referral traffic
- PMAX (Performance Max) campaigns for broad lead coverage
- Budget Flexibility
- Account maintained a base spend of ~$50,000/month with a 10% variance buffer based on seasonal demand
- Some campaigns were budget-limited due to high opportunity, indicating room to scale further
- Account maintained a base spend of ~$50,000/month with a 10% variance buffer based on seasonal demand
- Optimization Focus
- Regular performance reviews and implementation of Google’s best practices
- Maintained a strong optimization score across campaigns, contributing to stable lead flow and CPC control
- Regular performance reviews and implementation of Google’s best practices
Results
Metric | Result |
Monthly Ad Spend | ~£50,000 |
Cost Per Lead (CPL) | £27 |
Total Conversions | 1,978 |
Key Campaign Types | PMAX, Search, Brand |
Geographic Focus | Southampton, UK (localized) |
Key Takeaways
- Geo-segmented campaign structures improve local targeting efficiency in service-based businesses
- PMAX + Search + Brand strategy balances scale and precision
- Consistent CPL across high-volume campaigns demonstrates effectiveness of targeting and copy/keyword alignment
- Budget-limited status in several campaigns shows scalable potential if monthly cap is increased
- Geo-segmented campaign structures improve local targeting efficiency in service-based businesses
Conclusion
By combining performance-focused Google Ads structures with geographic segmentation and diversified campaign types, we were able to deliver strong, cost-efficient lead generation for this UK-based home improvement brand. Strategic budget flexibility and high campaign health keep this account ready for further scaling.
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