The Brief
Camclad engaged us in July last year with the aim of significantly increasing their flow of highly qualified B2B leads via Google Ads. The goals were:
- To generate leads from contractors, architects, and commercial clients interested in large-scale metalwork / building-material contracts.
- To build trust so Camclad could confidently scale their ad spend over time.
- To deliver a major, high-value contract from paid search efforts.
- To maintain month-on-month growth in leads and revenue.
The Solution
We implemented a focused, scalable Google Ads strategy optimized for B2B procurement cycles, cost per acquisition efficiency, and lead quality.
Key actions included:
- Structuring campaigns around major product lines (rainwater systems, architectural flashings, gutters, etc.) and buyer personas (contractors, architects, contractors specifying materials).
- Hyper-precise geographic targeting to reach commercial construction zones and areas with high demand.
- Crafting ad copy and landing pages geared toward professionalism, specification compliance, and industry credentials (e.g. “BS codes”, performance guarantees).
- Integrating strong call-to-action offers: specification sheets, quotations, sample requests.
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Using automated bidding and refined keyword strategies to focus on high-intent search terms, while employing negative keyword exclusions to reduce wasted spend.
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Continuous optimisation: A/B testing of ad copy, landing page layouts; tracking calls and form submissions; refining bids and budgets based on performance.
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Clear, regular reporting to Camclad so they could see which campaigns, keywords, and regions brought in the best leads, enabling iterative scaling.
The Result
- Camclad has experienced consistent month-on-month growth in lead volume and quality since the start of the partnership in July.
- Their Google Ads budget has nearly tripled, reflecting growing confidence in ROI and pipeline value.
- Most notably, one of their Google Ads-sourced leads converted into a £1,000,000 contract, underscoring the high-value potential of well-targeted B2B paid search.
- Overall cost per lead has remained sustainable, while the average lead quality has improved, helping Camclad win more contracts and expand their market reach.
