After Oli had been let down by a previous partner, we were determined to restore his faith in agencies and Google Ads.

Initially, opting for the most cost effective way of driving volume, we focused on domestic keywords for loft conversions and extensions. From the outside, the metrics looked great, and cost-per-lead was competitive, but internally the leads weren’t materialising into booked projects.

We pivoted, rebuilt from the ground up, and focused entirely on commercial keywords, which came at a high price tag. This was a high risk approach, because our budget was often exhausted after only one or two clicks per day. However, the reward is also far greater, with no limit to how much a commercial project could be worth.

We had to be patient, and be persistent with quality control of the traffic, but before too long the approach started to pay dividends. First came a commercial new build lead worth £2M+, followed by a retrofit project sitting close to the £800K mark.

We’ve since progressed to experimenting with different niches within commercial building projects, which I wouldn’t like to disclose to ensure we continue to benefit from being first movers in the space.