Spending money. Not generating leads.
This Melbourne-based renovation company is a premium, award-winning builder with 15+ years of experience, 195+ completed renovations, fixed-price contracts, and a 6-year workmanship guarantee. They know how to do the work. The problem was getting found by the right people — and converting them once they arrived.
They had an existing Google Ads account, but it was poorly structured. In the months leading up to early 2025, spend was between $500–$1,000 per month with 0–2 leads to show for it. For a business that books renovation jobs months in advance, that volume doesn't move the needle. You need a consistent flow of qualified enquiries to keep the pipeline full — not one lead every few weeks.
The core problem was two-fold: the account was attracting the wrong traffic — tyre-kickers browsing rather than homeowners ready to book — and the landing experience didn't reflect the quality of the work or build enough trust to convert visitors into consultation bookings. Bathroom renovations is a high-consideration category. The demand was there. The setup wasn't.
Fundamentals first. Landing page second. Scale third.
Rather than layering complexity onto a broken account, the priority was getting the foundations right across both the ads and the landing experience — then scaling budget only after efficiency was proven.
Account rebuild
Scrapped the poor structure and rebuilt from scratch — one focused Search campaign targeting renovation intent across Melbourne. No fragmentation, no wasted budget on tangential terms.
High-intent keywords & messaging
Built ad groups around buyer queries — "bathroom renovation [city]", "bathroom reno quote" — filtering out broad home improvement terms that attract researchers, not buyers ready to spend. Ad messaging was developed in large part using our RSA AI tool (part of the Google Ads Gap Analysis) to ensure every headline spoke directly to high-intent buyers in the language of someone ready to book.
Landing page CRO
This was the turning point. Aligned ad messaging with the landing page, strengthened the value proposition (fixed pricing, award-winning builder, 6-year guarantee), improved page structure, and sharpened calls-to-action toward consultation bookings. Traffic quality meant nothing if the page couldn't convert it.
Scale on earned efficiency
Started conservative with clean conversion tracking in place. Scaled monthly budget from ~$1,000 to $5,400 incrementally — but only as cost-per-lead improved. No premature increases.
34 leads in February. $160 per lead.
Six months of systematic optimisation turned a near-dead account into the business's primary source of inbound enquiries. Volume up 1,600%. Cost per lead down 68%. Budget scaled 5× — because it had earned it.
The impact went beyond the numbers. The client's sales team had a consistent pipeline of qualified enquiries — homeowners genuinely ready to invest in a renovation, not just browsing. Capacity became the constraint, not leads. The business is now booked out three months in advance and exploring whether to expand into new service lines off the back of the demand.
| Month | Leads | Ad Spend | Cost Per Lead |
|---|---|---|---|
| Feb 2025 | 2 | $997 | $499 |
| Mar – Apr 2025 | 1–2 | ~$1,000 | $500+ |
| May 2025 | 2 | $2,975 | $1,488 |
| Jun 2025 | 9 ↑ | $3,157 | $351 |
| Jul – Sep 2025 | 2–7 | $2,100–$3,500 | $300–$530 |
| Oct 2025 | 21 ↑ | $3,818 | $182 |
| Nov 2025 | 32 ↑ | $4,849 | $152 |
| Dec 2025 | 7 | $761 | $109 (seasonal, paused) |
| Jan 2026 | 15 | $5,237 | $349 |
| Feb 2026 | 34 ↑ Record | $5,425 | $160 |
Google Ads fundamentals, backed by a page built to convert.
The account was salvageable — the demand was always there. What was missing was the right messaging to capture it and a landing page strong enough to convert the traffic it sent. When you fix both together, the results compound faster than fixing either one alone.
For premium service businesses, this is almost always the pattern: Google Ads gets visitors in the door, but the landing experience is what decides whether they book. You can't optimise your way out of a page that doesn't convert.