Case study · Google Ads for memorial masons
Churchill Memorials make headstones and memorials for families across the UK, and install them anywhere in the country. We turned their Google Ads from an online shop into a steady source of quote requests, and have scaled the budget five times over.
When we took on the account in February 2023, the website sold headstones through an online checkout, and the Google Ads were set up to drive sales there.
A family choosing a memorial wants to talk it through first, about the cemetery, the inscription and the permit. In roughly three years, the checkout sold one headstone.
The checkout was replaced with a quote request, where the family picks a design and someone from the Churchill team takes it from there.
We rebuilt the Google Ads account around those quote requests, so every click was working towards a conversation with the Churchill team rather than an online sale.
Families choose a design and the details, then ask for a quote.
We build campaigns around the exact type of headstone people search for, from standard headstones to kerb sets, book memorials and memorials for Muslim families, so every search lands on the page that matches what the family is looking for.
Alongside those, we have tested different campaign types, including Performance Max, headstone cleaning campaigns and campaigns for individual locations, and kept whatever brings in orders.
As the enquiries turned into orders, we grew the monthly budget step by step.
We never raised it in big jumps, because every increase had to land with a team that makes and fits each memorial. So far the team has kept up with every one.
The first three months and the last three are shown in black.
Sale values from quote requests now pass through StrikeTwice, our call and lead tracking software, back into Google Ads, so the bidding learns which searches turn into orders.
This year, 158 enquiries from the website have turned into orders, and almost one in three quote requests became an order. The ads still show for only about a third of the headstone searches they could appear for, so we are continuing to scale the account.
Enquiries that became orders this year.
We will go through what is currently live, suggest changes, and tell you if we are a good fit to work together.
