£110 average cost per qualified lead for a luxury swimming pool builder.
We run Google Ads like an investment: tight intent, proper tracking, and scaling only when lead quality proves it. No fluff. No “awareness” waste. Just high-value project enquiries.
No vanity metrics — we measure what turns into projects.
£100k+ projects need a lead system, not “awareness”.
Referrals are great, but they do not create predictable growth. Previous ad attempts burned budget on low-intent clicks and vague targeting. The goal was simple: generate qualified enquiries profitably and keep the pipeline steady.
The problem
Too many irrelevant searches and curious clicks — not enough serious “ready to build” intent.
What we needed
Tight search intent + pages that qualify + tracking that tells the truth.
Start small. Test hard. Kill fast. Scale winners.
We launched lean Google Search campaigns targeting high-intent terms only, built landing pages that qualify, then scaled budget only when CPL and lead quality stayed inside profitable territory.
Phase 1: tight Search campaigns
High-intent keywords only. No “hope marketing”. No wasted spend on broad curiosity.
Phase 2: landing pages + scale rules
Qualification-first pages with tracking that ties enquiries to the right campaigns.
The rule set we followed
This keeps performance honest and prevents “budget drift”.
Lower CPL, higher quality, predictable enquiry flow.
Ads now deliver pre-qualified enquiries and scale safely as demand and seasonality shift — without wasting money on “awareness”.
Rule: scale only what is already profitable.
Want ads that actually make money?
No big retainers. No vanity metrics. Just profitable campaigns with a conversion-first system behind them. We’ll show you what to fix, what to run, and how to scale safely.
Prefer to talk now? Call 0161 228 2396.