Cost per lead cut from £89 to £29 in six weeks.
A from-scratch Google Ads build for a London steel fabricator that needed revenue fast. Seventy leads in seven weeks, £49,000 in new revenue, and all cash flow issues resolved from less than £3,000 in ad spend.
Cash flow solved in seven weeks.
Revenue pressure, and no room for mistakes.
London Steel Services is a London-based steel fabricator, installer, and stockist offering a broad range of steel services. The business urgently needed to increase cash flow, which meant generating high-quality leads quickly and efficiently.
They had lost access to their previous Google Ads account, so we were starting from scratch with no historical data, no conversion history, and no audience signals for Google to learn from. On a modest budget, every click had to count from day one.
No data, no time, no room for waste.
Immediate revenue pressure
The client could not afford the usual one to three month optimisation period most Google Ads accounts require. Results needed to come quickly and consistently.
A limited budget
With a modest monthly budget, every click had to be high intent. There was no room for waste or for testing broad keywords over time.
No historical data
The client had lost access to their previous Google Ads account, meaning we were starting completely from scratch with no conversion history for the algorithm to learn from.
Wide-ranging intent
Steel is a broad industry and different searches carry very different intent. Without careful filtering, the budget could have been burned on irrelevant traffic immediately.
What we built, and why.
High-intent keyword strategy from day one
We conducted detailed keyword research across all steel-related services, grouped them into themes, and prioritised only the highest-intent clusters to drive revenue quickly. Broad or ambiguous keywords that would attract irrelevant searches were avoided entirely, so the budget went only on people ready to buy.
Full conversion tracking from the start
To optimise quickly, we needed data flowing into the account from day one. We tracked phone calls, quote form submissions, email enquiries, and chat widget opens. This gave Google's algorithms enough signal to learn rapidly, even on a lower budget.
Hyper-relevant ads matched to every theme
We created highly tailored ad copy for each keyword theme to maximise relevance and quality score. Campaigns launched using exact match only to maintain full control over traffic. Once early conversions came in, we switched to Maximise Conversions and expanded to phrase match, which immediately unlocked significantly higher-quality and higher-volume search traffic.
Controlled use of automation
Phrase match opened the door to thousands of different steel-related queries, but we maintained tight control through daily search term reviews to remove irrelevant queries instantly and prevent wasted spend. We stayed in close communication with the client, testing new themes and sharing performance insights to accelerate optimisation.
£49,000 in revenue from less than £3,000 in ads.
With the right keywords, full tracking, and tight control over search terms, the account delivered results far faster than the client expected.
Seventy leads came in over just seven weeks, with a consistent flow of high-intent enquiries at a cost per lead that dropped below £40 within the first few weeks and continued falling. By week six, cost per lead had fallen from £89 to £29, a reduction of over 67%. All cash flow issues were resolved within seven weeks, with less than £3,000 spent on ads generating £49,000 in revenue.
Want results like these?
We run Google Ads as a single, accountable system, built around real leads and revenue rather than vanity metrics. If you need to generate high-quality leads quickly and efficiently, let's talk.
- We review your setup and goals, and run a free audit of your site and ads.
- You get a straight answer on whether paid advertising is right for you.
- If we're a fit, we map out the next steps together.
Intro & strategy call
30 min · video or phone
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