Google Ads Success Story: How Strategic Campaign Management Led to More Leads at a Lower Cost

Case Study Overview

When businesses go through a rebrand, it’s easy to assume that everything—logo, website, messaging—needs a fresh start. But what about Google Ads? A complete reset isn’t always the best approach. Instead, building on what’s already working and making targeted improvements can lead to better results at a lower cost.

This case study highlights how, by optimising an existing Google Ads strategy, we helped a business increase its conversion rates (more leads) and reduce its cost per lead (better efficiency).

Names and identifying information has been kept confidential to protect the client, their campaign, and performance.

The Challenge: Keeping Momentum During a Business Rebrand

Our client, a long-standing business in the automotive repair industry, had built a solid Google Ads presence over time. When they rebranded, they needed to make sure their advertising continued to bring in leads—without wasting money on ineffective campaigns.

The key questions were:
✅ How do we transition to the new brand without losing valuable ad history and performance?
✅ Can we improve lead generation while keeping ad costs under control?
✅ How can we make sure the right customers are seeing the ads?

Our Approach: Fine-Tuning, Not Starting Over

Instead of scrapping everything and starting from zero, we took a strategic approach:

1. Reworked Existing Campaigns – We analysed historical performance, identified what worked best, and restructured ads to align with the new brand.
2. Optimised Landing Pages – A great ad means nothing if the landing page doesn’t convert. We made improvements to ensure a smoother customer journey.
3. Refined Targeting & Bidding – We focused on high-intent audiences and adjusted bids to maximise leads for the budget available.
4. Ongoing Adjustments & Testing – Google Ads isn’t “set and forget.” We continuously monitored and optimised to get the best possible performance over time.

The Results: More Leads, Lower Costs

1. Conversion rates increased by 20-30% across key campaigns. More website visitors were turning into paying customers.
2. Cost per lead dropped by over 15%, meaning our client was spending less to get the same (or more) results.
3. Click-through rates (CTR) remained strong, well above industry benchmarks for search ads in the automotive repair sector.
4. Ads consistently appeared in premium search positions, increasing brand visibility and trust.

Industry Comparison: Beating the Benchmarks

For context, the average Google Ads conversion rate in the automotive repair industry is between 5-7%. With our strategic optimisations, we achieved:

• Campaign A: conversion rate of 18.08% – a 261% improvement over the 5% industry benchmark and 158% better than the 7% upper benchmark.
• Campaign B: conversion rate of 11.91% – 138% higher than the 5% industry benchmark and 70% better than the 7% upper benchmark.

These results demonstrate that a well-structured and continuously optimised Google Ads strategy can significantly outperform industry standards, leading to higher lead generation at a lower cost.

Key Takeaways for Business Owners

If you’re managing Google Ads for your business, here are a few key takeaways from our campaign that could apply to you:

1. Consistency is key – Regular optimisation and fine-tuning help maintain and improve performance over time.
2. A great landing page makes a big difference – Even the best ad can struggle if users don’t know what to do once they click.
3. Smarter budgeting leads to better results – Allocating more budget to high-performing campaigns can stretch your marketing dollars further.
4. Don’t be afraid to test – Small tweaks in ad copy, targeting, or bidding strategies can yield big improvements.

Want to Improve Your Google Ads Performance?

This case study is a testament to the power of strategic Google Ads management. Whether you’re rebranding, launching a new campaign, or simply looking to improve your return on investment, ongoing optimisation is key to success.

Interested in improving your Google Ads performance? Let’s chat! 🚀