Re-Seal Shower approached us with a clear mission: they needed us to fix a Google Ads Perth setup that simply wasn't delivering. Their performance after two months of advertising was, frankly, abysmal. They had spent $1,100 and received absolutely zero leads. No calls, no messages—nothing.
To make matters worse, we later discovered they had been issued a $1,000 Google Ads credit. Their previous provider had simply missed it, allowing the credit to expire. That is $1,000 in free advertising budget gone forever.
Before we could build anything new, we hit a technical obstacle. The client's website had been built using a highly restrictive AI-generated CMS. We had no server access and couldn't add new pages. While we waited on that, we audited the existing account and found a campaign structure that was poorly matched to the niche.
The previous provider had been running Demand Generation campaigns alongside Performance Max (PMax). Demand Gen is a poor fit for local service businesses, and PMax for Search rarely produces reliable results in this sector. Together, they burned through budget with no meaningful output.
The Demand Gen campaign alone had generated 1,700 clicks without recording a single conversion. That volume of unqualified traffic points to a fundamental mismatch between targeting and intent, not just a tracking issue.
We decided to strip everything back and start simple:
We replaced the existing campaigns with tightly structured search campaigns, starting with two ad groups and strict targeting parameters. For a local service like shower re-sealing, intent-driven Search is the right channel.
Since we couldn't access the main site files, we decided to use subdomains and host new landing pages on our own servers just to get the ball rolling.
We fixed the conversion tracking and began the granular work of tweaking campaign settings.
Initial results were below our usual standards, with a conversion rate of around 4%. We weren't satisfied, so we adjusted the demographic settings and expanded the location targeting to improve reach.
After four weeks, things started to look up, the conversion rate jumped to 8%. It was an improvement, but we knew there was more on the table. We began aggressively pruning keywords and focused our budget on the single ad group that was showing the most promise. We also built an extensive list of negative keywords, excluding any user groups that weren't performing.
Then came the breakthrough. By weeks five and six, the numbers shifted dramatically. For the entire second month of our management, we achieved:
Given the high value of a shower re-sealing job, a $49 lead is an excellent return on investment. Note that we only track high-intent actions—calls and web enquiries. We don't pad our numbers with "fluff" metrics.
The secret to this turnaround wasn't just better landing pages; it was persistence. We stayed disciplined with our optimisations and were ruthless in excluding what wasn't working.
Where other agencies might have settled for an 8% conversion rate and called it a success, we kept pushing. We’re now looking at how to drive these results even further.
| Period | Conv. Rate | Leads | Cost / Lead |
|---|---|---|---|
| Pre-takeover (2 months) | 0% | 0 | N/A |
| Month 1 (Week 1–2) | ~4% | 4 | $118 |
| Month 1 (Week 4) | 8% | 10 | $52 |
| Month 2 (Full) | 23% | 23 | $49 |
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