PPC for Home Improvement
First Step Designs
- March 27, 2025
First Step Designs partnered with us to optimise their paid media performance on Google Ads. With a goal of improving the number and quality of leads and reducing cost per lead, we carried out a thorough account audit and implemented changes to streamline their campaigns and improve conversion metrics. This case study highlights the journey, challenges, and results of our data-driven approach.
The Brand
First Step Designs manufacture, supply and install high-end bespoke staircases as well as designing one-of-a-kind staircase renovations. Their dedicated staircase designers work directly with each client to craft unique, stunning staircases in wood, glass and metal. Their clients are either homeowners, contractors or architects looking for exceptional service and a company that can help them bring their vision to life. They offer same day quotations, 3D drawings and professional installation.
The Brief
First Step Designs came on board to improve the performance of their Google Ads. They had campaigns already set up, but were concerned with the falling number of leads and a decline in lead quality over the last year. As a lead generation business, their main goal was to increase conversions, decrease cost per lead, and improve lead quality. They needed an agency that would take full, proactive control of their accounts, provide regular updates on performance and optimisations and account managers that would feel like an extension of their team. The challenge was to make them stand out from their competitors that provide a similar product, but at a much lower quality and encourage enquiries from potential customers that have sufficient budget and value quality over price.
Our Strategy
Google Ads
Our first step 😉 was to carry out a full audit of the existing campaigns, analysing performance, reviewing set up and account settings and look for areas of improvement.
>> How to audit a PPC account
While parts of the account were set up well, there were a number of out-dated or inefficient techniques being used and a very high amount of keyword crossover or canibalisation between campaigns. After this initial research phase we were confident that there were a number of changes that could be made to help them reach their goals.
Our strategy was as follows:
✅ Review and improve conversion tracking, create new goals for accurate tracking of lead forms, phone calls, email clicks and brochure requests and adding in enhanced conversions. This also included advice on how to properly set up cookie banners to be consent mode compliant.
✅ Restructure campaigns to make more efficient use of the budget. Consolidate ad groups and search campaigns to minimise keyword crossover and cannibalisation.
✅ Remove the over reliance on broad match terms, using the search term reports to find suitable phrase and exact match replacements with good CTRs and conversion rates.
✅ Implement a negative keyword strategy to refine keyword lists, adding a large number of keywords to both campaign and account level. This included competitor brand terms of companies that did not offer the same quality of product
✅ Test new RSA copy for all search campaigns against their original ads.
✅ Improve Performance Max set up, grouping similar search themes into dedicated asset groups. This gave us more control over the ad copy and images for each asset group ensuring better relevance to search queries.
✅ Remove brand from Performance Max and set up a dedicated brand search campaign.
✅ Review location targeting to make the most of budgets and exclude places that were expensive or efficient for them to travel to.
✅ The development of a detailed real-time report, that allowed the First Step Designs team to see the most important metrics and understand at a glance how our campaigns were performing.
The Results
Since taking control of the Google Ads campaigns in July 2024, performance has significantly improved across a number of metrics. Regular client feedback has also helped us to determine a significant increase in lead quality for new staircases and staircase renovations. The client also reports fewer spam calls or enquiries looking for cheaper alternatives.
Between August 2024 – February 2025 we have seen:
📈 Conversions increase by 105%
✅ Conversion rate increase by 177%
📉 CPA decrease by 50%
The charts above show the improvements made in conversion rate, cost/conversion, traffic and overall conversions.
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Conclusion
The First Step Designs partnership with us has delivered impressive results and has established Google Ads as a primary lead generating channel for the client. Focussing on through account auditing, streamlining accounts, efficient use of budgets through consolidation and accurate set up and reporting on conversions, we have achieved increases in good quality conversions and a decrease in CPAs.
Key Takeaways
- Strategic Focus: Creating the right structure, eliminating crossover and removing a reliance on broad match terms has improved overall efficiency and lead quality.Â
- Data-Driven Decisions: Real-time reporting and in-depth analysis help identify opportunities and improve performance.
- Continual refinement: Keeping on top of negative keywords and placements has led to less budget being wasted on poorly converting traffic.Â
- Regular client check ins: Making sure we are on the right track with lead quality as well as quantity.
