Home Improvement Google Ads Case Study: 3,160 Enquiries at £57.48 Each (UK)

The Challenge

This is a considered, high-value home-improvement purchase: the customer researches for weeks, compares installers, and rarely buys on a first visit. At £182K of quarterly spend across a national UK audience, the risk is not a lack of traffic — 8.6 million impressions were served in the quarter — but paying premium prices for clicks that never become a quote request.

Our Approach

• Separated the account by intent rather than by product, so research-stage searches and quote-ready searches were never bidding against each other for the same budget.
• Tracked the enquiry itself as the conversion — brochure requests, quote requests and catalogue downloads — rather than optimising toward page views or time on site.
• Kept engagement actions such as the 3D fence designer tool, basket adds and phone-number clicks measured but outside the primary conversion column, so Smart Bidding optimised toward real enquiries instead of browsing.
• Ran Search and Performance Max to different jobs: Search to capture people already looking for the product, Performance Max to find demand across Google's other surfaces, with budget moved between them on reported cost per enquiry.
• Reviewed search terms weekly across a large national keyword set, where a single unqualified theme can absorb thousands of pounds before it shows up in a monthly report.

The Results