Challenge

We built a tiered Google Ads campaign prioritizing the client’s highest-margin services while aligning with search demand.

Phase 1 – Loft Conversions:
Early performance looked promising, generating a strong lead flow at an excellent cost per lead. However, most inquiries came from homeowners without planning permission — delaying ROI and limiting short-term wins.

Phase 2 – Home Extensions:
We pivoted toward extensions, which usually don’t require planning permission. Lead volume remained strong, but quality was inconsistent — with many “dreamer” inquiries and non-serious prospects.

Throughout, Renova Reach went beyond campaign management — creating custom landing pages for each pivot and even personally calling leads when the client was unavailable to assess quality and gather data.

Solution

After strategic discussions with Duley, we decided to expand into the commercial construction space.

Although the company had over 25 years of experience, they lacked ready-to-use commercial case studies — meaning we had to build credibility and precision from the ground up.

We launched a fully commercial Google Ads strategy, carefully filtering out residential traffic by adding hundreds of negative keywords and focusing on commercial intent keywords like fit-out, office refurbishment, restaurant renovation, and hotel extension.

While commercial keywords came with higher CPCs, the lead quality improved dramatically — finally matching the client’s expertise and revenue goals.

Results

• £3,000,000+ commercial new build lead delivered

• £800,000 retrofit project closed within the same week

• Multiple large-scale proposals submitted in the following months

• Ad spend efficiency improved, with the client increasing budget confidence

• Campaign established a sustainable commercial pipeline

Looking Forward

Rather than slowing down after the major wins, Renova Reach continues to optimize Duley’s campaigns — building niche-specific landing pages to target less competitive commercial segments and reduce CPL even further.

With a proven ROI and consistent lead flow, Duley Building Services has scaled up their ad investment, confident in the process and long-term strategy.

This case study demonstrates that with Google Ads, persistence pays off — had the client stopped after 90 days, they would have missed out on opportunities that will repay their entire ad investment for the next five years.