Midland Garage Doors Google Ads Case Study

Background: 

Midland Garage Doors are a garage door repair and installation company based in the East Midlands. With over 20 years of experience, they offer a reliable and professional service across a comprehensive range of offerings – including repairs and new installations of various types of high-quality garage doors.  

The Challenge: 

We began working with Midland Garage Doors in April 2024, with a goal to increase the number of quality leads generated through Google Ads whilst lowering the cost per conversion. We approached the campaign with a strategy that switched focus every few months, in keeping with the business’ seasonal demand. 

Implementation: 

In the first three months, we focused on reducing wasted spend by removing low-intent keywords and tightening the campaign around only the most relevant and high-performing search terms. This would ensure we were only targeting people who were looking for Midland Garage Doors services and were ready to purchase. 

We introduced negative keywords to filter out traffic unlikely to convert – working towards improving the quality of traffic whilst reducing the cost per conversion.  

We monitored the account diligently, and gradual, informed optimisations were made based on what was driving genuine enquiries. This careful, measured approach allowed us to improve performance overtime. 

Results: 

Performance has improved steadily and consistently: 

• Conversions rate grew to 13.8%

• By October 2024 (six months in), cost per conversion had dropped by around 78% – from approximately £59 to a fantastic £13 per enquiry. 

• Click-through rate (CTR) has improved month on month, demonstrating a higher intent audience. 

• Wasted spend has been significantly reduced through better targeting 

We continue to work closely with Midland Garage Doors to keep refining the campaign – aiming to lower costs further whilst increasing the volume of high-quality leads.