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A US steel building manufacturer got 481% more leads from Google Ads in six months.
A US maker of custom steel buildings for homes, businesses and farms needed more enquiries. We built its Google Ads from scratch, and leads grew 481% in six months while the total cost stayed the same.
Where they started, what we did, where they are now
Ads that didn’t know their buyer
It wasn’t clear what buyers wanted, which ad words worked, or which landing pages turned visitors into enquiries.
Built the campaign from scratch
Research into what buyers search for, ads that sell the real strengths, local targeting, better landing pages and proper tracking.
A steady stream of good leads
Leads grew 481% in six months. Nearly half of the people who clicked an ad became a lead.
US Steel Building Manufacturer, in plain words
The steel building manufacturer supplies custom steel buildings for homes, businesses and farms. It is trusted for durable, good-value metal buildings. It wanted a steady flow of enquiries from people ready to buy.
We built the Google Ads campaign from scratch. We researched the words buyers use, wrote ads that show the real strengths, aimed them at the areas the company serves, and made the landing pages (The page someone sees after clicking) match the ads.
Leads grew 481.28% in six months and the total cost stayed the same. Nearly half of the people who clicked an ad became a lead.
What stood in the way
Not knowing the buyer
It was unclear what the target customers wanted, worried about or searched for, so targeting was weak.
Ads that persuade
The ads had to show what makes the company different and make people want to click.
Pages that turn visitors into leads
Without knowing what buyers respond to, it is hard to design a page that gets enquiries.
Getting the most from the budget
Every dollar needed careful bid management to bring back as much as possible.
Measuring what works
Accurate tracking was needed to see what was working and what to improve.
Leads from Google Ads: up 481%
The screenshot is from the client’s own Google Ads account.
What it brought
The number of leads grew by this much in six months.
Almost half of the people who clicked an ad became a lead.
The ads were seen and clicked more, while the total cost stayed the same.
The average cost per click and the cost per lead were kept as low as possible.
Five steps that filled the pipeline
Found the searches that bring buyers
Research into the exact words people use when they’re ready to buy a metal building.Fish where the fish are.
Wrote ads that sell
Ads that show quality, custom options and fast delivery, with extra links and highlights under each ad.Tell buyers why you, in one glance.
Targeted the right areas
Ads focused on the company’s service area, with higher bids where enquiries were most likely.Spend where your customers are.
Made the pages match the ads
Landing pages that follow on from the ad, with a clear next step.No one should have to hunt for the “get a quote” button.
Tracked, tested, improved
Every enquiry tracked, and bids and spend adjusted from the data.You always know what we did and what it brought.
Everything we did
- Set up the whole campaign from scratch
- Researched the words buyers use when they are ready to buy a metal building
- Wrote ads that show quality, custom options and fast delivery
- Added extra links and highlights under each ad so it stands out
- Aimed the ads at the company’s service area and bid more where enquiries were likely
- Improved landing pages to match the ads, with a clear next step
- Set up tracking for every enquiry
- Kept testing and adjusting bids and spend from the data
What other business owners can take from this
Match the ad, the page and the buyer
When what the ad promises is what the page delivers, far more clicks turn into enquiries.
Advertise where you can deliver
Showing ads in your service area, with more spend where enquiries are likely, avoids paying for clicks you cannot serve.
Measure every enquiry
Tracking tells you what is working, so you can keep improving instead of guessing.
Nearly half the people who clicked became a lead. That’s what happens when the ad, the page and the buyer match.
We manage Google Ads for service businesses and online shops in the US, the UK, Australia and beyond.
- More enquiries from the same budget
- Ads shown only where you can deliver
- Every lead tracked back to the ad that brought it
- A clear report every month on what we did and what it brought
Want more leads from your ad spend?
Book a free audit. We look at how you show up on Google today and what to fix first, and we can include your ad account.
Results like this, for other businesses
About this case study
Who is the client?
A US supplier of custom steel buildings for homes, businesses and farms, known for durable, cost-effective metal buildings.
How we measured (for the detail-minded)
- Numbers from the client’s own Google Ads account at the time. This case study was first published in July 2023.
