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Real accounts, real numbers — anonymised, and shown working.
Case studies are easy to write and hard to check, so this page does both jobs. Three accounts, told in full: what was wrong, what we changed, in what order, and what the numbers did. Every figure carries its source, and if you are shortlisting agencies we will walk you through these accounts with the screens open.
Audit free · management from £950/month · no contracts past month three
No call required · read-only access · in writing within 48 hours
The account that was working against itself
A specialist automotive network came to us paying £86 a lead. Thirty days after the rebuild, the same account produced 468 leads at £20.17 each. This is what was wrong, and the order we fixed it in.
Three faults, stacked on top of each other. The conversion tracking was broken, so the account had been steering by numbers that were not real enquiries. Three campaigns were bidding against each other on the same searches, splitting the budget and the data three ways. And the landing pages did not say what the ads promised, so the clicks that survived all of that arrived on pages that lost them. Any one of these makes an account expensive. Together, they explain £86 a lead.
Tracking came first, before anything else. There is no point moving budget around an account that cannot tell a lead from a misfire. We rebuilt the conversion tracking and let it gather real data, so every change that followed could be judged against enquiries that actually happened. It is the least glamorous fix on this page and the most important.
Then the overlap came out. Three campaigns fighting over the same searches became one structure where every search has a single home. The budget stopped being split three ways, the data stopped being diluted, and the bidding finally had a full picture to work from.
Then the pages were rebuilt. Each ad now lands on a page that repeats its promise and asks for one thing. No menu of services, no detours. The searcher sees the thing they searched for, and a way to enquire about it.
The result: 468 leads in 30 days, at £20.17 against the £86 the account arrived at. Same business, same market. The difference is honest measurement, no internal competition, and pages that match their ads.
Cost per lead across a specialist automotive network. 468 leads in 30 days.
Live account data, 30 days, anonymisedTracking rebuilt firstEvery later decision judged on real enquiries, not misfires.
Campaign overlap removedThree campaigns bidding on the same searches became one structure.
Pages rebuilt to match the adsOne promise, repeated from search to ad to page.
The takeover that more than halved the lead cost
A vehicle remapping specialist arrived from a previous agency paying £32 a lead. Fourteen days into the takeover, the account was producing leads at £14.77 and converting 16.44% of clicks.
Nothing here was scandalous. The account was loose. The previous agency had not wrecked anything — the account was simply paying for searches that were never going to become remapping work, on match types that had drifted wide, pointing at a page that could have belonged to any garage in the country. Loose is normal. Loose is also expensive.
What changed. The search terms were cut back to buying intent and the negative keywords locked in so the drift could not return. Budget moved to the terms that actually produce enquiries. And the ads were pointed at a page built around the one thing the searcher wants done, with one way to enquire about it.
The 16.44% is the part worth staring at. LocaliQ puts the 2026 cross-industry search average at an 8.18% conversion rate. This account converts at twice that. The gap is message match — the search, the ad and the page all saying the same thing — and it is the same discipline that produced case one.
Cost per lead for a vehicle remapping specialist, taken over from a previous agency. 16.44% conversion rate.
Live account data, 14 days, anonymisedSearch terms cut to buying intentStopped paying for searches that never become work.
Match types tightened, negatives lockedThe drift that caused £32 a lead cannot quietly return.
One page, one promise, one action16.44% of clicks became enquiries — twice the 8.18% cross-industry average (LocaliQ 2026).
£120k a month of fabrication work, booked through one account
A steel fabrication firm uses its Google Ads account to feed a contract pipeline. The client reports £120k of work a month booked through it.
B2B does not measure like a boiler repair. A fabrication lead is not a phone call about a leak — it is a drawing, a tender, an invitation to quote. The sales cycle runs weeks or months, and a single contract can outweigh hundreds of consumer-sized jobs. Cost per lead means little on its own here. What matters is whether the pipeline stays full, and what comes out of the end of it.
So the account is built for the buyer, not the browser. It targets the searches a buyer with a contract to place actually types, filters out the domestic and hobby traffic that surrounds any industrial trade, and treats each enquiry as the start of a long conversation rather than a finished sale. Steady, qualified enquiries in. Contracts out.
Why this number is client-reported. Booked work lives in the order book, not inside Google Ads. We can see the enquiries arrive; the client sees them become invoices. The £120k a month is their figure, and we label it that way — the same source-on-every-number rule that runs through this whole page.
Work booked through the account for a steel fabrication firm.
Client-reportedLong-cycle B2B, measured on booked workCost per lead alone would miss the point of this account.
Enquiries are drawings and tendersWeeks-to-months from first click to signed contract.
Figure from the order bookReported by the client, and labelled that way wherever we use it.
One average month, across every account we run
Featured accounts are chosen because they are good stories. Averages are harder to cherry-pick. This is what all three desks do in a typical month, combined.
Client spend managed in an average month, across all three desks.
Live account data, anonymisedConversions produced in that same average month.
Live account data, anonymisedCost per conversion across the whole book.
Live account data, anonymisedAverage conversion rate, book-wide, in an average month.
vs 8.18% — LocaliQ 2026 cross-industry averageThree marketers, roughly £64K of spend each. £191K across three desks works out near £64K per marketer — a deliberately small book, because there are no juniors here to hand accounts down to. For scale: LocaliQ's 2026 cross-industry search averages sit near $66.69 per lead (about £50) at an 8.18% conversion rate. This book runs at £17.95 and 16–17%.
Why the names are missing — and how to check us anyway
Anonymised case studies deserve suspicion. Here is why ours are anonymised, and what we offer instead of names.
Anonymised is a policy, not a dodge. These are live accounts in competitive niches. Naming a client would hand their competitors the two things most worth knowing: what a lead costs them, and that Google Ads is where their work comes from. Our clients keep their edge. We make do with the numbers.
Every number tells you where it came from. Account figures are marked as live account data, with the window they cover. The one figure we cannot see from inside an account — the steel firm's booked work — is marked client-reported. If a number on this site has no source against it, that is a mistake, and you should tell us.
If you are shortlisting agencies, ask for the walk-through. We will go through these accounts with you on a call, screens open — the real campaigns, the real search-term reports, the real cost columns, client names covered. It takes about half an hour, and it is the fastest way to find out whether an agency's case studies survive contact with its own account screens.
William Thomas · David Peters · Amalie LinesThe three marketers behind these accounts. No juniors, no hand-offs.
Screens-open walk-through, on requestThese accounts, live, with client names covered. Ask when you enquire.
Every figure sourced where it appearsLive account data with its window, benchmarks credited, client-reported labelled.
Proof before commitmentThe 12-Point Wasted-Spend Audit runs on read-only access — findings in writing within 48 hours, yours either way.
From £950/monthNo contracts past month three. If the numbers stop earning the fee, you leave.
Results and case-study questions
Why are the case studies anonymised?
They are live client accounts in competitive niches. Naming the businesses would show their competitors what a lead costs them and where their work comes from. We publish the numbers with source qualifiers instead, and walk serious prospects through the accounts with the screens open.
Can I verify these numbers before hiring you?
Yes. Ask for a walk-through and we will open the accounts on a screen share — real campaigns, real search terms, real cost columns, with client names covered. Client-reported figures, like the £120k a month of fabrication work, are labelled as such because they come from the client's order book rather than from the account.
Will I get the same results?
Nobody can promise that, and you should be wary of anyone who does. The two featured accounts started with specific, fixable faults — broken tracking, overlapping campaigns, loose search terms. The 12-Point Wasted-Spend Audit tells you in writing what your account's version of the story is, before you commit to anything.
What does client-reported mean?
It means the figure comes from the client rather than from data we can see in the account. The value of booked work lives in an order book, so it cannot be verified from inside Google Ads — we see the enquiries, the client sees the invoices. We label it so you know exactly how much weight to give it.
How quickly should results show?
The featured turnarounds happened inside 14 and 30 days because the faults were structural — tracking, overlap, page match — and structural faults fix fast. Long-cycle B2B accounts like the steel firm build over months, because the sales cycle is months. The audit tells you which kind of account you have.
What size of business are these results from?
UK service businesses spending roughly £1,000 to £7,500 a month on clicks — the range we build for. Across all three desks we manage £191K of client spend in an average month, which works out near £64K per marketer, kept low on purpose.
Every case, written up in full
Each page below walks one account end to end — what we found, what we changed, and what the numbers did, with the caveats left in.
Ferguson Forestry
Tree surgery, built from scratch: 36 enquiries in 30 days at £22.27 each, 26.87% conversion (live account data).
Read the full case →A vehicle remapping specialist
Takeover: tracking rebuilt first, then £32 a lead down to £14.77 at 16.44% conversion (14-day live window, anonymised).
Read the full case →EngiClean
DPF cleaning network: broken tracking diagnosed and fixed, £86 down to £20.17 a lead — 468 leads in 30 days (live account data).
Read the full case →DRST
Structural steel fabrication: £120k/month of work booked through the account, including an £80k contract (client-reported).
Read the full case →Find out what your account should be doing
The 12-Point Wasted-Spend Audit goes through your live account the way we went through these — and puts what it finds in writing within 48 hours, with a cost against each fault. Yours either way.
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