Google Ads Case Studies

Case Study 1

Client: Fitness/Gym in Don Mills Road and Richmond Hill

The Challenge

Fitness Connection operates in a highly competitive fitness market, where paid search keywords are expensive, with average industry cost-per-click (CPC) around $7.00. The challenge was to break through the competition, attract qualified leads, and maintain profitability within a controlled advertising budget.

The Strategy

Our team conducted in-depth market and competitor research to identify:

High Intent, low competition keywords
Geo-targeted campaigns focused on Don Mills Road & Richmond Hill areas
Compelling ad copy with strong calls to action
Landing page optimizations to improve conversion rates
Continuous A/B testing of ads and bid adjustments

This data-driven approach allowed us to maximize ad delivery while reducing wasted spend.

The Results

CPC Reduction: We lowered the average CPC from ~$7.00 (industry standard) to ~$1.36
Lead Generation: Achieved an average cost per lead (CPL) of CA$14.73
Total Leads: Delivered 3,346 qualified leads (Combined all conversions and Phone calls)

These results significantly improved Fitness Connection’s marketing ROI, allowing them to scale customer acquisition effectively while staying within budget.

Key Highlight

CPC Reduction: Reduced industry-standard CPC from ~$7.00 to ~1.36
Cost-Effective Leads: Achieved an average Cost Per Lead (CPL) of just $14.73 in a high-cost fitness vertical
High-Volume Lead Generation: Successfully delivered 3,346 qualified leads within a controlled budget.
Hyperlocal Targeting: Focused geo-targeted campaigns on Don Mills Road & Richmond Hill, maximizing local relevance and ROI.
Smart Keyword Strategy: Prioritized high-intent, low-competition keywords to boost qualified traffic at a lower cost.
Optimized Ad Messaging: Used compelling CTAs and A/B tested ad creatives to enhance engagement and performance.
Conversion Optimization: Improved landing page performance to support lead generation and lower CPL

Case Study 2

Client: Local Restoration Company

The Challenge

GTA Restoration needed to generate a high volume of quality leads in a competitive restoration market. The main obstacle was that the website had poor UI/UX, which limited its ability to convert traffic effectively. This meant we needed to focus heavily on direct-response campaign strategies to drive calls and conversions despite the website’s limitations.

The Strategy

To overcome these challenges, our approach included:

High-Intent Targeting: Launched a Search Campaign targeting emergency restoration and plumbing-related keywords to capture leads with strong purchase intent.
Smart Local Campaigns: Deployed Smart Campaigns to leverage Google’s AI optimization and drive local visibility, reducing reliance on the underperforming website
Campaign Diversification: Tested multiple campaign types (Search, Smart, YouTube) to determine cost-efficiency and lead quality.
Ongoing Optimization: Monitored performance weekly, paused underperforming campaigns, and shifted budget toward campaigns with the best cost-per-conversion.

The Results

Overall Account Performance

Total Conversions: 234 (Phone Calls + Form Leads)
Phone Calls Generated: 138
Average Cost per Conversion: CA$53.23
Total Spend: CA$5,110.37
Average CPC: CA$12.17

Key Highlight

Search Campaigns focused on emergency plumbing delivered 94 conversions at CA$46.24 per lead, driving the majority of results.
Generated over 130 phone calls, proving the campaigns were successful at connecting potential customers with GTA Restoration’s team in real time.
Achieved consistent lead generation in a competitive vertical despite website conversion challenges.

Case Study 3

Client: Allan Rug Co Ltd / Local Carpet & Flooring Storefront

The Challenge

Allan Rug Co Ltd, a well-established name in Toronto’s carpet and flooring industry, aimed to:

Increase brand visibility in an increasingly competitive local market.
Drive online and offline sales through Google Ads campaigns.
Generate high-quality leads despite working with a limited advertising budget.
Their existing marketing efforts were generating only modest results, and they were looking for a cost-effective way to scale up their sales funnel — from initial awareness to actual purchase or inquiry.

The Strategy

To address these challenges, we implemented a comprehensive Google Ads strategy focused on maximizing returns within the available budget. Our approach included:

Market Research & Competitive Analysis: We analyzed competitor strategies, local demand trends, and seasonal buying patterns in the carpet and flooring market to guide campaign planning.
Campaign Setup & Optimization: We designed and launched search campaigns targeting high-intent keywords such as “carpet installation Toronto,” “buy rugs online,” and “hardwood flooring Toronto.”
Key optimizations included:
- Geo-targeting to focus on Greater Toronto Area (GTA) customers.
- Ad scheduling to prioritize peak shopping hours.
- Use of compelling ad copy and strong call-to-actions (CTAs).
Landing Page Improvements: We assessed the client’s website and recommended enhancements to key landing pages, improving user experience and boosting conversion rates.
Budget Efficiency: We closely monitored campaign performance, shifting budget to the best-performing ads and reducing spend on underperforming areas, ensuring maximum cost-effectiveness.

The Results

Overall Account Performance

- 991 conversions (form submissions)
- 252 phone inquiries directly from Google Ads
- Average cost per lead (CPL): CA$5.16

These results marked a significant boost in sales pipeline activity for Allan Rug Co Ltd, with high-quality leads generated at an impressively low cost. The success of this campaign demonstrates how even businesses with modest ad budgets can achieve strong outcomes through smart targeting and ongoing optimization.

Case Study 4

Client: Local Accounting Firm

The Challenge

Ali Raza Jaffer CPA is a reputable accounting firm providing services such as tax filing, corporate accounting, bookkeeping, and financial advisory for businesses and individuals.

However, the client faced a key challenge:
Low lead volume and quality from their main website despite running Google Ads.
Visitors were landing on the homepage, which was not optimized for conversions, leading to high bounce rates and minimal form submissions or inquiries.

The Strategy

To address these issues, we implemented a multi-step Google Ads strategy:

Custom Landing Page Development: We designed and built a dedicated landing page focused on lead generation. This page featured clear service highlights, client trust signals (such as testimonials and certifications), and a simplified contact form to remove friction.
A/B Testing Campaign Structure:
We ran parallel Google Ads campaigns directing traffic to:
The client’s main website
The new landing page
Both campaigns used identical ad copies, keywords, bidding strategies, and audience targeting. This allowed us to isolate the landing page as the variable to test its impact on conversions.
Ad Copy & Keyword Optimization: We crafted ad copies focusing on pain points (e.g., tax stress, corporate compliance, bookkeeping headaches) and solutions. We also refined keyword targeting to focus on high-intent searches like “corporate tax accountant Mississauga” and “small business tax filing help.”
Continuous Monitoring & Adjustments: We actively monitored campaign performance, adjusting bids, negative keywords, and ad schedules to optimize for better cost per lead (CPL) and higher-quality conversions.

The Results

After several weeks of A/B testing, the findings were clear:

Landing page performance significantly outpaced the main website, delivering:

+72% increase in qualified leads (measured by contact form submissions and phone inquiries)
-70% decrease in cost per lead (CPL) compared to the original website traffic
Higher engagement metrics, including longer average session duration and lower bounce rate.

The dedicated landing page proved instrumental in turning ad clicks into real business inquiries, providing a measurable return on ad spend (ROAS) and giving the client the confidence to scale Google Ads further.

Case Study 5

Client: Local Plumbing Company

The Challenge

True Service Plumbing, Inc wanted to generate high-quality, intent-driven leads in a highly competitive plumbing market in Toronto. Previous campaigns lacked efficiency, leading to high acquisition costs and limited return on ad spend.

The Strategy

Our approach focused on:

Campaign Testing: Deployed a mix of Search, Smart, and Broad Keyword campaigns to identify the highest-performing segments.
Targeting Refinement: Focused on service-specific and location-based keywords to capture local, high-intent searches.
Ongoing Optimization: Weekly adjustments to bidding, keywords, and ad copies to maximize performance.
Budget Allocation: Prioritized campaigns that consistently delivered low cost-per-conversion while pausing underperforming ones

The Results

Overall Account Performance

Total Conversions: 2,646
Total Phone Calls: 2,488
Average Cost per Conversion: CA$63.64
Total Spend: CA$168,538.31
Average CPC: CA$5.35
CTR: 1.83%

Key Highlights:

Delivered a steady stream of qualified leads, with nearly 2,488 phone calls in 2023.
Identified and eliminated inefficient campaigns (e.g., broad keyword campaigns with CA$90+ per conversion).
Maintained a strong cost-efficiency ratio, averaging just CA$63.63 per lead in a competitive market.