Search ads that *book home visits* for ShutterLuxe.

We audited the account against an 80-point check and framed every finding against the £50 target. The fastest wins were stopping the broad “shutters” keyword, removing competitor brand terms and 156 keywords that had never shown, and tidying three separate lead conversions into one so Google could learn from a single, clean signal.

Low Quality Score was being driven by the landing page, so that was the fix that would move cost per lead for good. In October we launched a seasonal page built around what people were searching for: shutters that keep the heat in, a winter offer for West Yorkshire homeowners, a free quote with no upfront payment, and an interactive panel that shows how tilting the louvres changes warmth and light. Since it went live on 13 October it has converted 7.3% of visitors, bringing in leads at £71 each against £101 across the account.

From June we reviewed search terms every week, added negatives, paused keywords that spent without converting and tightened location targeting, then split the campaigns into tighter ad groups by area and intent. Once cookie consent was fixed, Google tracked enough conversions for automated bidding to work properly, and cost per lead fell from £192 in May to £101 in October.