GOOGLE ADS: GENERATING LEADS IN A LOW-SEARCH VOLUME INDUSTRY

Specific exterior cleaning services often face a unique challenge in digital marketing—low search volume. With fewer people actively searching for these services, getting enough high-quality leads requires a highly strategic approach. Our client needed to attract a specific type of customer, but their chosen keywords were very restricitve.

Leads

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CVR

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CTR

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BACKGROUND

The client approached us looking to scale their exterior cleaning business, but they had one major obstacle—low search volume.

Their target keywords had fewer than 100 searches per month, making traditional PPC strategies difficult.
They needed very specific types of customers, but restricting targeting too much meant they wouldn’t get enough leads.
Their previous campaigns were too narrow, resulting in low traffic and missed opportunities.

They needed a structured, strategic approach to maximise lead generation despite the limitations.

CHALLENGES

Low Search Volume

No Offline Conversion Tracking

Very Specific Client Targeting

SOLUTION

Broader Keywords
Campaign Structure
CRO

Introduced offline conversion tracking to allow Google to learn from actual paying customers rather than just form fills.
Enabled broader keyword targeting while ensuring only qualified leads were counted as conversions.

1. Search Campaign – Expanding Reach Without Losing Quality

Targeted broader but still relevant search terms, using phrase and broad match with smart bidding.
Added call extensions to increase direct lead generation.
Used negative keywords to filter out irrelevant traffic.

2. Offline Conversion Tracking – Optimising for Real Sales

Worked with the client to track which leads actually converted into paying customers.
Fed this data back into Google Ads, allowing the algorithm to optimise for the highest-quality leads.

Improved headline clarity and call-to-action placement to reduce bounce rate.
Added trust signals such as before-and-after images and customer testimonials.
Ensured a fast, mobile-friendly experience to prevent drop-offs.

RESULTS

269 Leads in 4 Months

Despite a search volume of under 100, we generated 269 qualified leads by expanding targeting through offline conversion data.

10.17% Conversion Rate

With highly optimised landing pages and precise ad targeting, we achieved a 10.17% conversion rate, meaning one in ten visitors became a lead.

9.63% CTR

By refining ad copy and structuring campaigns efficiently, we achieved a 9.63% CTR, ensuring that only highly relevant users were clicking.

GOOGLE ADS: GENERATING LEADS IN A LOW-SEARCH VOLUME INDUSTRY

BACKGROUND

CHALLENGES

Low Search Volume

No Offline Conversion Tracking

Very Specific Client Targeting

SOLUTION

RESULTS

269 Leads in 4 Months

10.17% Conversion Rate

9.63% CTR

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