The challenge
Our long-standing client, a professional ecological consultancy, was running search ads with limited success. Their Google Ads setup was ticking over – plenty of clicks, but little to show for it. Across four years, they’d managed over 1,100 clicks but only five conversions. That’s a conversion rate of just 0.67%, with a cost-per-click (CPC) averaging £2.75. In a highly competitive, seasonal industry, it simply wasn’t sustainable.
What we did
We took over the account in June 2019 and brought fresh thinking to the table. Knowing the budget was tight, we focused on working smarter, not just harder. Here’s what made the difference:
- Hyperlocal targeting: We broadened keyword matching within search campaigns but narrowed the audience by location and context. This gave us better reach without wasting spend.
- Landing page overhaul: We designed three tailored pages, and integrated them with their CRM to capture and streamline lead generation. We also made sure the pages were fully device-responsive, as trends were showing increasingly more users were landing on their website via mobile devices.
- Ongoing optimisation: With monthly reporting and tactical reviews, we continuously refined every part of the campaign: from copy to bids to audience segments.
The results
Over the four years following the takeover, we delivered a complete turnaround:
- Conversions: Up from 5 to 329 (a massive leap in actual lead generation – real business value).
- Conversion rate: Boosted from 0.67% to 5.79%
- CPC: Dropped from £2.75 to £1.49
- Total clicks: Increased by more than 400%, reaching 5,682
- Impressions: Scaled from 26,000 to 173,000 with only a modest budget increase
While CTR dipped slightly due to broader keyword targeting, this intentional approach helped us reach a wider audience and focus on driving more qualified leads, ultimately delivering a huge uplift in conversions.
Even with a limited daily budget, we unlocked serious gains – proof that thoughtful strategy beats spend alone. For us, this win feels personal. It’s about helping our client connect with people who genuinely need their services.
If you’re a specialist service provider with a niche audience and a tight budget, this story might feel familiar. Google Ads can seem expensive, unpredictable, or out of reach – but it doesn’t have to be. We’ve helped businesses like yours cut through the noise, reach the right people, and turn interest into real enquiries. With just £6/day, we proved that smart targeting and consistent optimisation can outperform big-budget campaigns. Looking to get more from your Google Ads budget? Let’s talk about how we can help.
