Rebuilding paid search for a national home improvement group

Google Ads (PPC)
SEO
Content marketing
Landing pages & CRO
Reporting

Rebuilding a £1.2m Google Ads account to generate £4.65m in revenue, with 42% fewer clicks needed per lead

A nationwide home improvement group, running two brands that install home upgrades across the UK, relies on Google Ads for around two-thirds of its revenue. With more than £1m a year going into paid search, every percentage point of performance matters.

They wanted a better return on that spend, and a partner who could respond quickly. Their previous agency was based in South America, and the time difference meant slow answers to urgent questions in a fast-moving account.

Challenge

The account had been built around single keyword ad groups (SKAGs): hundreds of tiny ad groups that fragmented data, slowed down learning and made the campaigns hard to manage. It was optimised for clicks rather than for the enquiries and sales that actually mattered.

At the same time, the market was getting tougher. Across UK home improvement, cost per click was rising by 10–18%, cost per lead by around 10%, and conversion rates were falling by around 15%.

Solution

We rebuilt both accounts from the ground up.

Removed SKAGs and restructured campaigns into consolidated, intent-based groups, giving Google's bidding far more data to learn from
Optimised for conversions, not clicks, with smart bidding pointed at genuine enquiries and bookings
Landing page testing to lift conversion rates on mobile, where around 9 in 10 leads come from
Geo, device, age and day-of-week analysis to move budget from costly regions and days towards the most efficient ones
CRM and offline conversion tracking, connecting bookings and sales back to Google Ads so we can optimise against real revenue
Monthly reporting with a live dashboard, plus a UK-based team on hand the same day

The result

Clicks got more expensive, but they worked much harder. The conversion rate rose from 2.4% to 4.1%, so the account needs 42 fewer clicks for every 100 it used to take to produce a lead. That let us cut annual spend by around £400k while holding cost per lead flat, lowering cost per sale and improving return on ad spend to 3.88x. That's against a market where most advertisers were paying more for worse results.

Across 2025 the campaigns generated more than 20,000 leads and £4.65m in revenue.

SEO and content

Alongside paid search, we grew the second brand's organic presence so the business is less reliant on ads. We created 66 blogs, 7 new pages (reviews, finance and costs), 12 guest articles and 3 case studies, and built links to key pages.

Organic traffic grew 413%, from around 400 to 2,800 visits a month. The site now ranks for 1,030% more keywords (from ~250 to ~2,800), and its top-three positions rose from 16 to 135. Within six months of 2025, organic sales had almost matched the whole of the previous year.