How a concrete coating company went from $1,400 per lead to $25 — and turned Google Ads from a liability into their primary growth channel.
Industry:
Home Services
Services Provided:
Google Ads Management
Local Lead Generation
Timeline:
90 days
Location:
USA
The Situation
In August 2025, a US-based concrete coating company specialising in garage floors, basement epoxy, and residential concrete came to us with a simple problem: Google Ads was costing them a fortune and producing almost nothing.
In their first month, they spent over $1,400 to generate a single lead.
At that rate, it wasn’t a marketing channel — it was a drain. They were three weeks away from shutting it down entirely.
The Problem
The campaign was reaching the wrong people.
Ads were showing to users outside the service area, to age groups with no homeownership and no budget for premium services, and across low-quality placement networks that were burning spend with zero return. They were getting clicks. Just not customers.
The account had never been properly built, it had just been switched on and left running.
What we did
We rebuilt the account from the ground up with one goal: reach local homeowners who were actually ready to buy.
Search Campaign Refinement
- Disabled Google Search Partners to stop budget leaking onto low-quality partner sites.
- Tightened keyword controls to separate high-intent searches from casual browsing.
- Excluded the 18–24 age group after data confirmed zero conversions from that segment.
Performance Max & Audience Targeting
- Launched Performance Max campaigns in September, then refined them in October with tighter audience segments.
- Switched location targeting from “anyone interested in the area” to “people who actually live in the service area.”
- Replaced generic video assets with service-specific content.
Display Cleanup
- Audited every placement.
- Excluded anything that wasn’t relevant or brand-safe.
- Ads only appeared where they had a reason to.
The Results
| Metric | Launch | 90 Days After | Change |
| Total Leads | 1 | 32 | +3,100% |
| Cost Per Lead | $1,444.56 | $25.71 | -98% |
| Click Through Rate | 1.91% | 3.36% | +76% |
| Average Cost Per Click | $1.95 | $0.73 | -62% |
Why this matters
The numbers are striking. But what actually changed was the business.
The client went from barely generating enquiries to having a consistent, predictable flow of new projects. They hired additional installers. They expanded their service area. They went into the next season with confidence instead of anxiety.
Same monthly ad budget. 32x more leads. Google Ads went from something they were about to cancel to the primary way they acquire new customers.
Running ads that aren’t delivering?
Book a free 30-minute call. We’ll audit your current campaigns and tell you where the problem is.
Clients We Worked With
Here’s What Happens Next:
Book a 30-Minute Strategy Call
We’ll discuss your business, current challenges, and whether we’re a good fit.
We’ll Provide Specific Recommendations
Based on our call, we’ll outline which approach makes sense for your business, expected timeline, and investment required.
If We’re Aligned, We Get Started
Simple contract, clear terms, and we kick off within a week. You’ll have a clear plan and know exactly what to expect.