Liquidation Company X Accentuate Agency

1. The challenge of a brand new Google Ads account

The beauty of what makes Google Ads so successful is that they use data to show your ad at the right time to the right person. In a new account, there is no data to work from so initially you have to teach Google who the company is and the types of leads you want.

1. Identifying keywords that would convert

Identifying the most relevant and effective search terms to attract the right prospects. Since the client had never used Google Ads before, we started from scratch. We conducted thorough keyword research to pinpoint terms that potential clients in the finance and legal sector were searching for. We also optimised their website’s landing pages to ensure visitors were more likely to convert into leads once they arrived.

2. Optimising the landing page

Ensuring the client’s website landing pages were optimised to convert traffic into leads.

3. Setting up conversion tracking

Setting up proper tracking and tagging to measure the performance of each lead. With conversion tracking in place, we could measure the effectiveness of each campaign and understand the customer journey from click to conversion. Once everything was set up, we launched the Google Ads campaigns and began generating traffic.

4. Continuous optimisation

As expected with any new account, initial results required refinement. Early on, we identified the need to: Adjust keywords based on performance. Add negative keywords to filter out irrelevant traffic. Communicate regularly with the client to understand the quality of the leads coming in. Throughout the first 12 months, we made regular optimisations, adapting to changing trends and user behaviour. Our proactive communication with the client ensured they were informed about ongoing changes and the reasoning behind them.

5. Proving value and scaling

About halfway through the optimisation process, the client began to question whether Google Ads was the best channel for lead generation. Although lead volumes were steady, the focus shifted towards analysing the quality of these leads and whether they were converting into paying customers.

Upon review, it was found that several of the leads generated had converted into clients, bringing significant revenue to the business.

For example:

Just two months after increasing the ad budget, the client received a lead that generated £20,000 in revenue. Over the course of the first 12 months, we helped the client generate 56 highly relevant leads by spending £16,310.22. This established a clear return on ad spend (ROAS), and we collectively decided it was time to scale up the campaigns.

After a year of continual refinement, the Google Ads account reached a point where it became a highly predictable lead generation machine. The results speak for themselves:

Monthly ad spend

£3,000 - £3,500

Total ad spend (first 12 months)

£16,310.22

Leads generated in 12 months

56

Revenue growth

The client has experienced business growth, allowing them to expand their team, directly fuelled by the revenue generated through Google Ads.

Predictable ROI

The account is so finely tuned that we can now estimate how many leads will be generated based on the monthly spend, giving the client a high level of confidence in their advertising investment.

1. Do you already have a Google Ads account, or are you starting from scratch?

2. Does your account have historical data that could provide insights?

3. Are you prepared to invest time and effort into optimising the account for maximum returns?