To remember
- Running brand and generic in the same bucket makes performance unreadable. That was the root problem, and fixing it unlocked everything else.
- Small landing page changes moved conversion rates faster than most campaign tweaks did.
- Bidding strategy needs to flex with the season. What works in peak months wastes money when demand drops.
- Building search volume for a new service takes time when the brand is tightly associated with something else.
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Challenge
Fixing attribution bias and rebuilding performance on non-brand acquisition
The Google Ads account looked healthier than it was. Between half and two thirds of reported conversions were coming from people who already knew the brand and searched for it directly. That inflated the numbers and hid what generic campaigns were actually costing. On top of that, Performance Max wasn't excluding brand terms, which made the data even harder to trust. Four things needed to happen:
- Generate as many qualified leads as possible through to December 2024.
- Take control of the Google Ads budget and manage it properly.
- Build a dominant position across every region Ramonetou covers.
- Set up tracking that actually reflected reality.
Strategy
Segmentation by intent and service with optimized bidding and tracking
- Split brand and generic campaigns cleanly, then broke campaigns out further by service type. Chimney sweeping, moss removal, and heat pumps each got their own structure.
- Switched to dynamic bidding aimed at lower CPA targets, which cut spend without shrinking the lead volume.
- Built out dedicated campaigns for the newer services, focused on search terms with proven intent like "roof moss removal."
- Rebuilt landing pages and conversion tracking so leads from each entity and each source could be measured separately.
Results
Lower spend, higher conversions and significant CPA reduction
- 44.5% total ad spend with no drop in conversion volume
- +114% conversions year over year
- 39% average CPA
