418 enquiries in under 12 months
11.17% conversion rate at under $45 per lead for a Melbourne pool fencing company.
The challenge
A pool fencing and inspection company in Melbourne needed to establish a strong digital presence and generate a consistent pipeline of enquiries for aluminium and glass pool fencing services in a competitive local market.
The strategy
A structured Google Ads campaign across three pillars, aluminium pool fencing, glass pool fencing, and brand, targeting high-intent search terms specific to each service line. Campaigns optimised to maximise conversions while keeping cost per lead manageable.
The results · 12 months
- 418 conversions from Google Ads: 250 quote requests, 93 phone clicks, 45 email clicks, 30 calls from extensions
- $18,536 spend, 3,741 clicks from 51,847 impressions
- 7.22% CTR, average CPC $4.95
- 11.17% conversion rate, $44.34 per conversion
- Aluminium fencing top performer: 217 conversions at $35.24 per lead
- Glass fencing: 137 conversions, 11.36% conversion rate
- Sessions grew 321% to 6,824, with 5,758 new users
The takeaway
A reliable, high-converting enquiry pipeline for a trades business in a competitive Melbourne market. A well-structured paid search strategy scaling a local service business efficiently and profitably.
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