The Client 🏠
This client operates in the home improvement industry, offering expert solutions to homeowners looking to renovate or upgrade their living spaces. They came to us with a consistent ad budget but stagnant results—struggling to move the needle on conversion rates or lead quality despite decent search volume.
Industry: Home Services / Renovation / Home Improvement
Where We Started 📍
Prior to engagement, the client’s Google Ads account had strong historical traffic but lacked campaign depth and agility. Lead volume was plateauing, and conversion tracking wasn’t fully reliable. Key opportunities were being missed due to generic audience targeting and under-leveraged ad extensions.
The Challenge 🤔
🚫 Low conversion rates despite consistent traffic
🔎 Missing visibility on which audience segments were truly converting
📉 A declining trend in qualified leads
💰 Flat campaign structure meant the budget wasn’t being used efficiently
📊 Poor conversion tracking accuracy limited optimisation
ScaledOn’s Strategy and Execution 🧠
We built a focused, scalable media structure designed to drive conversions, not just clicks:
🛠️ Promotion Setup & Offer Alignment
- Rolled out timely promotions to match seasonal interest spikes
- Paired landing page updates with compelling copy and clear CTAs
🔗 Expanded Sitelinks & Extensions
- Built out more relevant sitelinks across core ad groups
- Used callouts and structured snippets to improve real estate and CTR
👥 Audience Strategy Refresh
- Layered in detailed audience segments (in-market, custom intent, affinity)
- Applied bid adjustments based on conversion behavior
✅ Conversion Tracking Clean-Up
- Audited GA4 + GTM to resolve duplicates and fire logic errors
- Set up reliable event-based conversion goals tied to high-value actions
What Went Well ✅
✅ Conversion rates rose steadily from February onward, with a breakout performance in May
✅ Website leads nearly tripled from February to March
✅ Sitelinks and segmented audiences helped reduce wasted clicks
✅ Promotion-based ads lifted engagement and drove urgency
✅ Tracking improvements gave us confidence in what was truly driving ROI
The Key Results 🙌
📈 Conversion Rate Jumped from 39.57% to 64.44%
Month-over-month improvement after conversion tracking and audience fixes
🚀 Lead Volume Rose by 174%
From 272 website leads in Feb to 747 in March
📊 Consistent Monthly Conversions
Lead performance held strong through April and May following optimisation
🎯 Better Budget Efficiency
Fewer wasted clicks + improved segmentation = stronger CPL