How We Scaled Google Ads For a Professional Services Business. And Stopped Them Wasting Their Money.
A real-world case study from Altitude Internet.
In an increasingly competitive digital landscape, many UK professional services businesses face the same challenge: generating consistently high-quality leads without wasting their budget.
This case study outlines how Altitude Internet partnered with a UK-based professional services company to improve lead quality, reduce wasted ad spend, and build a scalable strategy using Google Ads.
The client is a well-established UK professional services business operating in a highly competitive business sector.
Due to the level of competition, the cost per click is naturally high, which means that lead quality matters more than lead volume.
Prior to working with Altitude Internet, they had an active Google Ads account with a reasonable monthly spend, but they generated inconsistent results.
Most importantly, they lacked confidence in whether their advertising spend was genuinely delivering profitable enquiries for their business.
When we onboarded the account, several issues became immediately clear to our Google Ads team.
There was a general poor alignment between the keyword and user intent.
This meant that most importantly, they lacked confidence in whether their advertising spend was genuinely delivering profitable enquiries for their business.
This meant that ads were showing through irrelevant searches, clicks were coming from people not ready to convert, and in some cases, irrelevant traffic, and their budget was being consumed without delivering a sufficient number of valuable leads.
There was limited conversion tracking being recorded, and without accurate tracking, Google Ads cannot be effectively optimised.
The client had no clear performance benchmarks and felt they were shooting in the dark, so to speak. They needed confidence and clarity as to what was working for their business.
We sat down with them and agreed on a clear definition of what constituted a “good” lead.
We worked out an acceptable cost per acquisition (this means how much they will prepare to pay on average for a lead), which services were most commercially valuable to them as a business and with this data in hand, we can make properly informed decisions to restructure the account.
Some keywords needed to be removed, others needed to be paused, and new ones had to be added.
Rather than make sweeping changes immediately, we followed a structured process that we have fine-tuned over the years.
We analysed the historical performance, we reviewed tons of data from the ads account and then conducted thorough keyword research to identify the keywords that we thought their competitors were likely bidding on.
We built separate ad groups, each with more relevant ad text and a tightened set of keywords to focus on.
We also recommended a number of changes be made to their landing pages, with a focus on conversions and clearer calls to action.
We made the focus of the landing page crystal clear and recommended that the client add a chatbot, the aim being to help convert even more of the traffic into enquiries and leads.
Working closely with the client, we implemented robust conversion tracking, which tracked both telephone calls and form submissions.
Whilst the exact figures do vary from month to month (which is quite normal), the client did experience an improved lead quality with fewer irrelevant enquiries from month one.
Importantly, this data provides them with a predictable cost per lead moving forward and the confidence to scale their ad spend.
Crucially, the client could now scale their Google Ads spend responsibly, knowing that the additional budget would be directed towards campaigns that had already been proven to convert.
Altitude Internet manages Google Ads campaigns across multiple industries and regions across the UK and Ireland. We look to build long-standing client relationships built on performance and trust.
Google Ads can be an incredibly powerful tool, but only when managed correctly.
This particular case study highlights the importance of solid foundations, an intent-driven strategy and continuous optimisation.
If you are interested in running Google Ads for your business and want clarity, accountability and clearly defined measurable results, this case study helps to demonstrate exactly how we can help.
Please click here to schedule a call with a member of our team.
Click here to read more about paid advertising with Google.
Many clients also consider investing in search engine optimisation. Click here to find out more about search engine optimisation.
Here are five reasons that you should invest money in Google Ads.
- You reach people at exactly the moment they are searching.
- You only pay for genuine clicks.
- Results are fast and measurable.
- You have full control over your budget and targeting.
- You have complete control over when and where your ads appear.
Google Ads work best when the ad campaign is built with clear targeting, accurate data, ongoing optimisation and when those foundations are in place, it remains one of the most powerful digital marketing tools available today.
Our Google Ads team are fully certified with the latest Google Ads certifications, and has deep knowledge of working with and scaling clients’ ad accounts. Altitude Internet was one of the first agencies in the UK and Ireland to achieve the Google Smart Bidding Champion status. Altitude Internet is recognised by Google as an award-winning Google Partner. Nominated as a rising star by Google. Winner of the Google Customer Advocate Award.
