PMGS helped a Melbourne design and glass solutions business generate 90+ conversions in 30 days with a tightly optimised Google Ads strategy — concentrating spend on Performance Max while trimming inefficient Search segments.
90+ Conversions | 100K+ Impressions | 30 Days | Lower Cost Per Lead
Client overview
Design Inferno is a design-led trade and construction services business with an active web presence at designinferno.com.au. The campaign goal was to generate qualified enquiries efficiently across a limited ad budget while maintaining visibility in a competitive local market.
This case study focuses on a 30-day Google Ads period in which PMGS managed multiple campaign types and used the strongest performer to carry lead generation at scale.
Before optimisation, the account structure showed a familiar problem for service businesses: not every campaign was contributing equally, and some budget was being absorbed by higher-cost campaigns with weak conversion efficiency. The account also showed impression loss caused by budget limits, which meant qualified demand was still being missed despite active campaigns.
That combination created a clear business issue. The account was producing leads, but the cost gap between the best and worst campaigns was too large to ignore, and further growth required sharper budget control rather than simply spending more.
PMGS approached the account by focusing on performance concentration. Instead of treating all campaigns equally, the strategy centred on identifying which campaign type was generating the strongest conversion volume at the lowest cost, then using that insight to guide account-level budget decisions.
The highest-performing asset was the Performance Max campaign, which generated 88 of the account’s 92 conversions during the reporting period. That campaign also achieved a cost per conversion of A$4.61, far lower than the Search campaign at A$90.14 and the Glass Balustrade campaign at A$147.41.
Based on those results, PMGS prioritised a lean-budget approach: protect what is working, trim what is inefficient, and redirect spend toward the campaign already proving it could convert at scale. This made the account easier to scale responsibly while reducing waste and protecting the client from unnecessary spend.
1. Performance Max prioritisation
PMGS leaned into the campaign, generating the majority of conversions because it delivered both scale and efficiency.
2. Budget reallocation
Budget optimisation focused on reducing low-efficiency campaign spend and redirecting investment to the strongest performer.
3. Conversion efficiency analysis
Each campaign was evaluated using conversions, conversion rate and cost per conversion rather than clicks alone.
4. Controlled spend strategy
The account was reviewed through the lens of reducing spend pressure while preserving lead flow.
5. Sensitive data protection
Public-facing reporting was structured to highlight outcomes while softening exact spend and commercially sensitive values.
The campaign period delivered strong lead generation results from a relatively lean budget. Across the 30-day period, the account generated 92 conversions, 2,824 clicks and 99,928 impressions, with an average cost per conversion of A$8.95. The standout result came from Performance Max, which delivered 95.7% of all conversions in the account and substantially outperformed the other campaigns on cost efficiency. Using the benchmark analysis prepared from the account, the best-performing campaign achieved a cost per conversion that was estimated to be 69% to 82% better than common industry ranges for similar services.
Key metrics
90+ Conversions | 2,824 Clicks | 100K+ Impressions | A$8.95 Avg Cost/Conversion
PMGS helped turn our Google Ads account into a far more efficient lead generation channel. The biggest difference was not just getting more enquiries, but understanding where the budget was working hardest and where it needed to be cut back.
Initial campaign review highlighted a major efficiency gap between the Performance Max campaign and the supporting Search campaigns.
PMGS reviewed campaign-level conversion costs and identified where spend could be reduced without weakening the account’s lead generation base.
Budget optimisation scenarios were mapped to reduce wasted spend by approximately 20% to 35% while preserving or improving results through stronger allocation to the best-performing campaign.
The account closed the 30-day period with 90+ conversions and a clear direction for leaner future spend based on proven campaign-level efficiency.
Google Ads management enabled campaign-level optimisation across Performance Max and Search, helping concentrate spend where conversion efficiency was strongest.
PPC strategy guided the account away from flat budget distribution and toward a more commercially disciplined allocation model.
Conversion-focused analysis helped separate high-volume, low-cost lead sources from campaigns that were absorbing budget without proportional return.
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Every strong campaign starts with accurate analysis and disciplined optimisation. PMGS reviews what is driving conversions, what is wasting spend and where the best growth opportunity sits inside the account. Want more leads from Google Ads without overspending? Get a free Google Ads audit.
