59% more leads, each one 32% cheaper.
Hawke's Bay
This client installs solar power for homes and businesses across Hawke's Bay. When we took over their Google Ads, a big share of the budget was going to the wrong searches. Three months after the rebuild, they were getting 59% more leads than the same months last year, on much the same budget.
Paying for clicks that were never going to buy.
"Solar" and "power" searches attract a lot of people who aren't shopping for panels, like people comparing electricity retailers or looking for their power company. The campaign was broad enough to pay for their clicks. The budget was fine. Where it went was the problem.
Same budget, pointed at buyers.
We didn't ask for more money. We rebuilt the account so the same spend reaches people who want a solar quote, through hands-on Google Ads management.
Stopped paying for the wrong searches
Close to a fifth of the budget was going to people looking for their power company, not a solar install. We blocked 95 of those search phrases on day one.
Rebuilt the campaign around the buyer
We restructured the account so every keyword is matched to an ad written for that exact search, and each ad lands on the page that answers it: residential or commercial.
Rewrote the ads
New ad copy that matches what the business offers today, so the people who click already know what they're getting.
Paced the budget every night
Daily budgets adjust automatically so each month's spend lands on target, with anything unspent carried into the next month.
Fewer clicks. More leads.
The share of ad clicks that become a call, form or email, late June to late September each year. Tap to compare. Higher is better.
What stands out
- 59% more leads than the same three months last year.
- Each lead cost 32% less.
- The conversion rate nearly doubled, from 6.5% to 12.8%.
- Fewer clicks, more leads: the budget stopped buying traffic that was never going to enquire.
- Over the full year, 42% more leads for the same spend.
What comes next.
Cutting waste was step one. Next is reaching more people who have never heard of them, tracking every quote request, and sending the jobs they win back to Google so it learns which clicks turn into installs.
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