Turning an underperforming Google Ads account into a lead engine
A field service management software company had a strong product but poor lead generation, a limited budget and fake leads from bots. A rebuilt Google Ads strategy lowered cost per click and raised lead quality.
The challenge
Despite a strong product the company struggled to generate leads. Many enquiries were low quality or fake, often from bots. The budget was limited compared with larger competitors, and the existing Google Ads account was performing inefficiently.
What we did
Precise targeting
High intent keyword focus, negative keywords to filter out bot traffic, and geo targeting.
Campaign restructuring
A new account structure with smart bidding and proper audience segmentation.
Landing pages
Built for conversion, with optimised content, visuals, calls to action and form design.
Performance Max
Google's AI used to scale across all Google channels while keeping the budget efficient.
The results
Better cost per click
Costs dropped as targeting improved.
Higher quality leads
A steady increase in verified, high quality enquiries.
Ongoing optimisation
Daily campaign reviews, A/B tests, keyword refinements and budget reallocation.
Through restructuring and continuous refinement, an underperforming account became a high performing lead engine, helping the company gain traction in a competitive market.