Project overview
Our client provides roofing, guttering and home repairs across Leeds. They had run Google Ads for two years, but leads had become expensive and inconsistent.
They wanted more calls from homeowners in their area at a lower cost, without paying for clicks from people miles away.
Paying for the wrong clicks
Our audit found three problems:
Broad keywords
Ads showed for DIY, jobs and supplier searches that would never become customers.
Too wide an area
Location settings included people interested in Leeds, not just people in it.
Home page landing
Every ad sent visitors to the home page, with no clear call to action.
What success looked like
- Cut cost per leadby at least 30%.
- Increase callsfrom homeowners within 15 miles.
- Track every leadincluding phone calls.
Our approach, step by step
- 1
Tracking first Week 1
Set up call tracking, form tracking and GA4 conversions so every lead was measured.
- 2
Account rebuild Weeks 2–3
Rebuilt campaigns by service with tight keyword themes, negative lists and accurate location targeting.
- 3
Landing pages Weeks 3–5
Created fast service landing pages with clear offers, reviews and click-to-call.
- 4
Optimise Weeks 5–8
Weekly search term reviews, ad schedule changes and bid adjustments based on real leads.
Before and after: key metrics
Account performance in the month before the rebuild vs month two.
| Metric | Before | After | Change |
|---|---|---|---|
| Cost per lead | £48 | £26 | ▼ 46% |
| Leads per month | 41 | 70 | ▲ 71% |
| Click-through rate | 3.1% | 6.8% | ▲ 3.7 pts |
| Landing page conversion | 5.2% | 11.9% | ▲ 6.7 pts |
The results
Cost per lead fell quickly once tracking, targeting and landing pages were fixed.
“We're getting more calls for less money, and every lead is from someone who actually needs a roofer in Leeds.”