Lead gen rebuild for an exterior coatings business
Google Ads rebuilt from scratch around one product, one geography, one conversion goal, with every lead tied back to verified revenue.
A high-ticket exterior coatings business running Performance Max, consuming budget with no verified sales attached to it. A generic landing page, no conversion tracking tied to revenue, and a steady stream of enquiries for services the business did not want: restoration, painting, surveys.
The account was busy. It was not productive, and nobody could prove either way.
Performance Max was paused and spend consolidated into Search, where the intent could actually be read and controlled. The account was rebuilt around one product, one geography and one conversion goal, rather than trying to cover everything the business could theoretically do.
Strict negative keyword discipline removed the restoration, painting and survey traffic that had been quietly absorbing budget. A dedicated landing page replaced the generic one, with a multi-step Heyflow form built to qualify rather than simply capture.
Conversion tracking was then tied back to closed revenue rather than form fills, so performance could be judged on money instead of activity.
Across twelve months, £21,150 in ad spend produced £122,639 in verified revenue from 23 closed deals, a 5.8× return. Average deal value landed at £5,332, reflecting the high-ticket product fit the restructure was designed to capture.
The figures above are the verified dashboard numbers, reconciled against closed deals rather than platform-reported conversions.
“For the first time we could see exactly where every lead was coming from and what it was worth. He is also straight with us, which I appreciate. If something is not working, he says so.”
Director, exterior coatings business