PMGS helped a Victorian insulation business generate more qualified leads through Google Ads — 138 conversions in 30 days, stronger Search efficiency, and Performance Max driving 57% of total conversion volume.
138 Conversions in 30 Days | 57% from Performance Max | 46.6% Lower Cost/Conv (Search vs LP Test) | 91.7% More Conversions (Core Search vs Test)
Client overview
Oz Homes Insulation is a Victorian insulation supplier and installer offering home insulation products and related services through its website. The business needed Google Ads campaigns that could attract high-intent traffic, generate qualified enquiries, and improve lead efficiency without relying on broad, wasteful spend.
Like many home services businesses, the challenge was not simply getting clicks. The goal was to turn search demand into measurable conversions while keeping acquisition costs controlled across both Search and Performance Max activity.
Before optimisation, the account showed a mix of campaign types, landing page testing, and different levels of conversion efficiency across the visible campaigns. Some campaigns were producing conversions at a healthy rate, while others were clearly less efficient, creating an opportunity to refine the account structure and prioritise better-performing setups.
The screenshot also suggests budget sensitivity, with Search lost IS (budget) appearing across campaigns, which means campaign performance was being influenced by spend limits rather than demand alone. For a service business in a competitive category, that creates pressure to improve lead quality and cost per conversion before scaling the budget further.
PMGS focused on building a more conversion-efficient Google Ads structure around the campaigns already showing clear commercial intent. Instead of treating all traffic sources equally, the strategy emphasised the campaign and landing page combinations that were already proving they could convert at a lower cost.
A core part of the approach was separating campaign roles. Performance Max was used to drive broader lead volume, while Search campaigns captured high-intent users looking directly for insulation installation services. This kind of split helps a local service business combine reach with intent, rather than forcing one campaign type to do everything.
Landing page testing also played a visible role in the account. By comparing the main search campaign against the landing page test variant, PMGS could identify which setup delivered stronger conversion rates and lower cost per lead, then use that insight to consolidate spend into the better-performing structure.
1. Campaign Segmentation
Separate Search and Performance Max by role so each campaign type supports a specific stage of demand capture and lead generation.
2. High-Intent Keyword Targeting
Focus Search activity on insulation installation intent, where users are closer to enquiry and booking.
3. Landing Page Testing
Compare search traffic performance across page variants to identify the strongest conversion path.
4. Conversion-Focused Bidding
Use maximise conversions bidding across the visible campaigns to align optimisation with lead generation goals.
5. Efficiency-Led Budget Allocation
Shift attention toward campaigns producing lower cost per conversion before increasing spend.
The 30-day snapshot shows a strong overall lead outcome, with 138 tracked conversions from 1,212 clicks across the enabled campaigns visible in the account summary. More importantly, the data shows that the better-structured search campaigns materially outperformed the weaker test variant on both conversion volume and cost efficiency.
Key metrics
138 Conversions in 30 Days | 79 from Performance Max (57%) | 23 Core Search Convs | 46.6% Lower Cost/Conv vs LP Test
PMGS helped turn our Google Ads account into a more reliable lead generation channel. The campaign structure became clearer, the search campaigns improved in efficiency, and we could see which landing page approach was actually producing better results.
Campaign performance was reviewed across Performance Max and Search, with campaign-level conversion, CPC, and cost-per-conversion data compared inside Google Ads.
The account continued testing landing page performance while tracking how different search setups affected lead quality and conversion efficiency.
By the end of the reporting period, the stronger core search campaign was outperforming the test variant on both conversion volume and cost per conversion, while Performance Max remained the largest source of total conversions.
Campaign setup, optimisation, and bidding alignment helped direct spend toward lead generation outcomes rather than just traffic volume.
Testing different landing page pathways helped identify which campaign-to-page combination delivered stronger conversion efficiency.
Ongoing review of conversion rate and cost per conversion made it easier to prioritise the campaigns producing better commercial results.
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Every case study starts with a clear review of what is driving leads, what is wasting spend, and where conversion performance can improve. PMGS analyses campaign structure, landing pages, and search intent to build a more profitable Google Ads strategy.
