Local services lead generation through Google Ads
A tighter campaign structure, stronger tracking, and better visibility into what was actually driving results.
The challenge
The client was spending money on Google Ads without enough clarity on which campaigns, keywords, or searches were producing real customers. Broad targeting and weak tracking made it difficult to optimise spend confidently.
Overview
Chibara restructured the account around intent, relevance, and measurement. The goal was not just to generate more leads, but to improve lead quality, reduce wasted spend, and create a system that gave the business clearer insight into marketing performance.
Project goals
- Reduce wasted spend
- Improve lead quality
- Build stronger conversion visibility
- Create a more disciplined campaign structure
What Chibara delivered
- Refined campaign targeting around commercial search intent
- Reduced reliance on low-quality broad-match traffic
- Strengthened conversion tracking and reporting
- Introduced clearer performance visibility for decision-making
Key outcomes
- Cost per acquisition cut by 40%
- Lead volume more stable and predictable
- Airtight offline conversion tracking
Business impact
The business gained stronger control over its ad spend and a clearer understanding of what was driving results. This made optimisation decisions easier and improved confidence in the channel as a source of growth.
Why this approach worked
- Tracking-first approach
- Built around business outcomes instead of vanity metrics
- Focused on commercial intent and lead quality
FAQ's
Looking for answers to your frequently asked questions? Check out our FAQ's section below to find.
Did the improvement come from higher spend or better structure?
The improvement came from better campaign structure, better targeting, and more accurate tracking rather than simply increasing budget.
Why is offline conversion tracking important?
For many service businesses, not every valuable lead becomes visible online immediately. Offline conversion tracking helps connect ad activity to real customer outcomes more accurately.
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