Google Ads · UK exterior cleaning · Account audit
178% more quote requests for 20% more spend
Quote requests+178%after 3 months
CPA57% loweron real quote requests
Spend+20%only
Tracked leads78%were only call or email clicks
Challenge
CPA had crept up, and the account was optimising on bad data. Most conversions were just clicks to call or email, counted the same as real quote requests, so smart bidding was chasing the wrong people.
The fix came first
Before touching bids, I changed what counts as a conversion. Every result on this slide is measured on real quote requests.
| What I found | What I changed |
|---|---|
| 78% of tracked conversions were only call or email clicks | Rebuilt tracking around real quote requests |
| Smart bidding paying up to £34 a click on competitor and DIY searches | Switched to manual CPC |
| Keywords pulling in product and how to searches | Blocked DIY intent |
| One untested ad per ad group | Rewrote every ad |
| City CPAs from £33 to £194, no bid changes | Location bid adjustments |
Want a read like this on your own account.
Book a 30‑minute call. Bring your current numbers and leave with a clear view of where things stand.
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Prefer email? jay@mediaking.ai