Objective: To set up, optimise, and scale Google Ads campaigns for multiple city-centre locations, increase customer acquisition, and drive a steadily growing volume of B2C clients.
Markets: London, United Kingdom
Promotion channel: Google Ads (Paid Search, Performance Max)
Duration: 8 months.
A London-based B2C client approached me to promote several city-centre locations via Google Ads. Each site was in a highly competitive area, and the client had previously experienced a costly, unsuccessful attempt at advertising. Naturally, they were concerned about budget waste and feared that Google Ads might be “too expensive” for a small local business.
Analytical approach and strategic execution
To overcome these challenges, I developed a carefully crafted paid strategy fully aligned with the client’s objective: attracting more customers to their services. I conducted extensive research of the paid search landscape, analysing competitors’ paid search rankings and identifying gaps in their keyword coverage.
This insight guided the development of well-structured campaigns:
- Grouped keywords into logical, targeted ad groups
- Built comprehensive negative keyword lists to reduce wasted spend
- Utilised unique, compelling ad copy tailored to each keyword group
These steps elevated ad quality, maximised relevance, and significantly reduced cost-per-click.
Every optimisation was driven by data, ensuring every pound spent contributed directly to business growth.
Working in this niche for the first time, I demonstrated that a professional, methodical approach to Google Ads delivers measurable results regardless of the industry.
Outstanding results in 8 months
From the first to the last month of collaboration, the campaigns achieved remarkable growth:
+89% impression volume
+190% clicks
+53% CTR
-56% CPC
+29% total cost (within a limited budget)
+305% search impression share
+300 new conversions
+37% conversion rate
-68% cost per lead
+150% all conversions
Continuous monitoring and optimisation enabled me to lower conversion costs, attract high-quality traffic, and consistently secure top positions in paid search, outperforming competitors despite modest budgets.
Business impact of the paid campaigns
With a steady increase in customers visiting the existing locations, the client successfully expanded by opening two additional London sites during our eight-month collaboration, a testament to the long-term impact of a data-driven Google Ads strategy.
Conclusion
This case demonstrates how a combination of analytical rigour, strategic campaign structuring, and continuous optimisation can transform initial scepticism into measurable business growth. Even in highly competitive London markets, a small B2C business can achieve exceptional ROI and sustainable expansion with expert Google Ads management.
Ready for Business Growth?
If you’re aiming for steady growth and seeking a reliable partner to achieve it, let’s connect via the contact form or email. With a professional, data-driven approach to Google Ads, I can help turn your objectives into measurable results.