Insulation Company of 40+ Years
How a long-established insulation business halved its cost per lead, cut monthly ad spend and grew organic traffic fivefold in two months.
The challenge
High spend, poor efficiency
This insulation company was spending around $5,500 per month on Google Ads with poor results. Campaigns were targeting irrelevant keywords, including unrelated industries, and conversion tracking was set up incorrectly, so the platform was optimising for actions that were not real leads. Cost per lead had climbed as high as $250 to $300.
Missed organic opportunity
On the organic side, pages were not mapped to the right target keywords or optimised to rank for them, so the site was missing out on a large amount of relevant search traffic.
What we did
Google Ads rebuild
We rebuilt the account with keyword targeting focused only on high-intent searches and extensive negative keywords to remove irrelevant traffic.
Conversion tracking fixed
Tracking was corrected so the platform could optimise for genuine enquiries rather than meaningless actions.
Campaign restructure
Campaigns were restructured to eliminate overlap, in line with the client’s goal of reducing spend.
Keyword remapping and metadata
We remapped target keywords across every page and updated all metadata. Because the home page ranked for most terms, supporting pages were repositioned to strengthen its authority rather than cannibalise it.
The results
Cost per lead halved
Following the relaunch, cost per lead dropped from $250 to $120, while monthly ad spend fell from around $5,500 to $3,900.
Organic traffic up 500%
Organic traffic increased by 500% within two months, with the site ranking in positions one to three for major keywords with hundreds of monthly searches.
Less reliance on paid
As organic enquiries grew, the client was able to roll back its ad budget even further during busy season, filling its books with organic traffic instead of relying solely on paid.
Down from $250, while monthly ad spend fell from around $5,500 to $3,900.
More results
Water Filtration Company
How a water filtration company generated 53 enquiries worth $145,500 in lead value within 14 days of relaunching its Meta and Google Ads.
National Door Repair Company
How a national sliding door repair company broke into the Brisbane market, going from a handful of first-page keywords to 16 first-page rankings in just two months.
Home Entertainment Installer
How a home entertainment installer tripled its lead flow and had its most profitable quarter ever after walking away from low-margin contract work to focus on private residential jobs.
Ready to see what's possible for your business?
In 30 minutes, we'll identify the biggest gaps in your marketing and give you a clear picture of what to do next.
Book your free strategy call