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Case study 05 / 06

Paying Too Much for Leads That Never Booked.

Two businesses, one owner, and opposite ends of the calendar: decks through the summer, holiday lighting from September. Both were paying too much for enquiries that were not converting, and the fix was not in either ad account.

Paid socialWebLocal
1600 × 900Address to come
Deck website
Deck Google ads
The holiday lighting website
Lighting website
Lighting Google ads
lower cost per lead
−52%Cost per sale
2.9×Return on spend
+44%Conversion rate

240% increase in revenue

What we made

What we built for them.

1600 × 900Address to come

Decks are a summer account. It runs from the first warm week and winds down as the lighting one starts.

The problem

What they came to us with.

They arrived certain the targeting was wrong. It was not. The ads were reaching the right people in the right postcodes, and those people were filling in a form that went to an inbox nobody opened until the evening.

By then the job had been quoted by somebody who picked up. The account was buying enquiries at a fair price and the business was losing them after the click, which is the one thing more spend cannot fix.

How we did it

How we did it.

  1. Fixed the follow-up first.Enquiries routed to a phone rather than an inbox, and answered the same hour. Nothing in the ad account changed that week.
  2. Made the offer specific."Free quote" became a named job with a price range against it, so the person filling the form already knew roughly what they were agreeing to.
  3. A page that books, not one that explains.One action, the price range, the photographs of the work, and the form. The rest of the site stayed where it was.
  4. Then, and only then, the account.With the leak closed, the same budget bought work instead of enquiries.
In their words

What they said after.

We had tried two agencies before. The difference here is they shot the creative themselves, so the ads actually looked like our work instead of stock footage.
Dave L., Deck repair company
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