The client
The client specializes in creating luxury spaces and has rapidly grown due to their reputation for delivering high-quality work, meticulous attention to detail, and exceptional customer service. Their services include kitchen remodels, bathroom renovations, custom decks, new build additions, finished basements, and bespoke projects.
The challenge
The primary challenge was generating high-quality leads while minimizing the cost per conversion (CPC).
What we were asked to do
The client's goal was to increase the number of qualified leads to fuel business growth while keeping the cost per lead (CPL) as low as possible.
What we did
Initially, we launched the campaign with a manual CPC bidding strategy, but the number of conversions was lower than expected. To improve performance, we revised the ad copies, added high-intent keywords, and switched the bidding strategy from manual CPC to maximize conversions. This change resulted in a 73% increase in conversion rate and a 17% improvement in click-through rate (CTR), generating 982 leads within the first 6 months.
What worked in the creative
The best-performing ad featured Responsive Search Ads (RSA) with calls to action like "Call and lead forms." It was optimized for visibility and engagement, which significantly boosted overall lead generation.
Results
Our strategic campaign optimization and continuous performance monitoring delivered outstanding results. We successfully increased the number of leads while reducing the CPL. By implementing automated bidding strategies and considering business models and seasonal variations, we achieved substantial improvements in lead quality and cost efficiency.
Outcome
Specifically, we increased lead generation from 567 leads in the initial months to 982 leads in the later months.
Source: Construction Company: Luxury Renovations case study (PDF)