The challenge
The account had been live for a while but was bouncing. Some weeks would deliver 12 leads, the next would deliver 2. Lead quality was just as inconsistent - one quote would be 200m of commercial fencing, the next would be a single panel patch. Hard to run a business when the demand signal lies. The team couldn't hire to it, couldn't quote forward bookings, couldn't plan capacity. The CPL average looked OK on paper but only because the spikes hid the empty weeks.
What we did
- Restructured the account around the suburbs and services with the best historical quote-to-close rates.
- Locked down negative keywords aggressively - cut the time-waster searches that were inflating CPL.
- Rebuilt the landing page so the quote request actually matched the ad headline.
- Weekly search term sweeps to keep CPL stable as Google tested new match variants.
The result
Now in a sustained rhythm month over month: 38 leads in April at around $53 each, 49 leads in May at around $55 each, averaging ~55 leads a month from there. Same CPL, same lead quality, no spikes. Predictable enough that the team can hire and quote against it.
Where Abode Fencing started
- 2-12 leads/week, no rhythm
- Mixed job sizes - patches mixed with proper installs
- CPL erratic month over month
- Couldn't hire or quote forward bookings
Where Abode Fencing is now
- ~55 leads/month, steady
- Mostly residential 30-80m installs (sweet-spot job size)
- $53-55 CPL, holding flat
- Predictable enough to hire + quote forward bookings
How it played out
- Month 0 Campaign live but bouncing - great weeks, empty weeks, no rhythm
- Phase 1 Account restructure around best-closing suburbs + services
- Phase 2 Aggressive negative-keyword lockdown + landing page rebuild
- April 38 leads at ~$53 CPL
- May 49 leads at ~$55 CPL
- Now ~55 leads/mo, same CPL, predictable lead flow
“Verify Abode Fencing on GoogleCalls coming through are for the jobs we actually want, not the small one-off stuff that doesn't move the needle. Whole different quality of work.