Case Studies · Real Businesses, Real Results
Proven Google Ads Results for
Real Service Businesses
Deep dives into campaigns I’ve managed — the challenges, the strategy and the measurable outcomes. No vanity metrics, just the numbers that matter.
CPL Reduction (avg)
Average ROAS
Call Volume Increase
Campaigns Managed
Home Services
Local Cleaning Company:
Cost-Per-Lead Cut by 40%
Liverpool, UK
The Challenge
High CPA eating into margins. Broad match keywords were triggering irrelevant searches. £800/month wasted on non-converting traffic. The client had tried fixing it in-house but results kept declining.
The Solution
Rebuilt the entire account with tightly themed ad groups, switched to exact/phrase match, implemented a comprehensive negative keyword list and set up proper conversion tracking for calls and form fills.
CPL Reduction
More Calls
ROAS
Plumbing & Heating
Emergency Plumber:
ROAS Up to 9.4x in 90 Days
Manchester, UK
The Challenge
The campaign was running on a small budget with no call tracking. All clicks went to a generic homepage. CPL was £47 with no way to attribute which keywords were actually generating booked jobs.
The Solution
Built dedicated landing pages per service (boiler repair, leak fix, emergency callout). Added call-only ads, Google call extensions, and a tight geo-radius. Negative keywords reduced wasted spend by 62%.
ROAS
Wasted Spend Cut
New CPL
My Methodology
What Makes These Results Repeatable
Every result above came from the same rigorous process — no shortcuts, no guesswork.
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Precise Keyword Strategy
Intent-led keyword research, tight match types and aggressive negative keyword mining to eliminate wasted spend.
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Call-First Campaign Design
Every campaign is optimised for calls and bookings, not clicks or impressions — the metrics that actually pay your bills.
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Data-Backed Optimisation
No gut-feel changes. Every optimisation decision is based on real conversion data tracked at the keyword level.
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Continuous Testing & Scaling
A/B copy tests, landing page experiments and bid strategy refinements compound over time into consistently better results.
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Want Results Like These for Your Business?
Book a free strategy call. I’ll review your current Google Ads setup (or build a fresh strategy) and show you exactly what’s possible for your business.