When Perth Ceiling Fixers approached us in late June 2025, their Google Ads performance was struggling. Despite consistent monthly ad spend, the results were disappointing: Only 3 conversions recorded in June. Cost per conversion: A$389.95. Conversion rate: 2.1%. CTR: 4.11%. They were spending nearly A$2,000/month for just three leads.
We rebuilt and optimised the account in stages: Switched to phrase match keywords for better targeting. Created tightly focused ad groups (“Ceiling Repairs”, “Ceiling Fixing”, “Insulation Removal”). Built a comprehensive negative keyword list to block irrelevant clicks. Added demographic and device-level bid adjustments. Improved ad copy relevance through A/B testing and local intent targeting. Developed dedicated, conversion-optimised landing pages for each ad group.
Within two weeks, performance began to improve dramatically: Conversion rate: Increased from 2.1% → 9.44%. Cost per conversion: Dropped from A$389 → A$41.55. CTR: Improved to 8.55%. By September, after introducing dedicated landing pages and refining campaigns further: Conversions: 50 per month. Cost per conversion: A$30.53. Conversion rate: 16.13% (peaking at 21.58% for “Insulation Removal”). Monthly spend: A$1,526 ̶ around A$500 less than June.
For services like ceiling repair, every click from a Google Ad is expensive and that's why this landing page was designed exclusively for paid traffic, meaning its entire structure served a singular business goal: maximising lead capture and conversion rate (CVR).
With that objective in mind, we focused on immediate trust and action. We positioned a high-contrast, simple quote form right at the top of the page (above the fold). This design choice minimised friction and allowed us to capture the lead instantly, before the user had a chance to click away or get distracted.
The content was structured to address the homeowner's problems directly, following a problem/solution model. We quickly established the client's expertise and authority through visual cues and targeted copy. This rapid confidence-building is a critical business strategy to overcome scepticism and shorten the decision-making cycle.
The entire page was optimised for speed and clarity. The Call-to-Action (CTA) buttons were clear, constant, and unmissable, repeating throughout the scroll to ensure we never missed an opportunity for conversion. The result was a much stronger, more accountable campaign that consistently drove down the Cost Per Lead (CPL) by turning high-intent searches into urgent, qualified quotes.
Smart keyword structure and negative lists dramatically reduced wasted spend. Conversion-optimised landing pages multiplied leads 16× with no extra budget. Continuous refinement and A/B testing delivered consistent, scalable growth.
| Results Overview | June 2025 (Before) | August 2025 | September 2025 (After) |
|---|---|---|---|
| Conversions | 3 | 37 | 50 |
| Cost per Conversion | A$389.95 | A$41.55 | A$30.53 |
| Conversion Rate | 2.10% | 9.44% | 16.13% |
| CTR | 4.11% | 8.55% | 7.88% |
| Monthly Spend | A$1,949 | A$1,537 | A$1,526 |
Perth Ceiling Fixers went from struggling with just 3 monthly leads at A$389 each to generating 50 high-quality leads per month at only A$30 ̶ all while spending less.
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