The Challenge: High-Quality Home Improvement Lead Generation
Client: Confidential (U.S.-based Affiliate Marketing Agency)
The client needed a high volume of pre-qualified leads across competitive home improvement verticals: Solar, Windows, Roofing, Bathrooms, Flooring, and Home Security. These sectors are challenging due to high competition and the need to target homeowners actively seeking upgrades, not just browsing. The goal was to optimize conversion rates and lead quality while scaling volume efficiently.
My Strategic Approach
I designed and managed highly optimized Google Ads campaigns over 2.5 years, focusing on homeowners ready to buy. The strategy emphasized three key areas:
- High-intent audience targeting: Used long-tail, intent-driven keywords and precise geographic targeting to reach only qualified prospects.
- Conversion Rate Optimization (CRO): Ensured a seamless flow from ad to search query to landing page for maximum conversions.
- Scalable efficiency: Implemented smart bidding strategies and extensive negative keyword management to automate growth while controlling costs.
Execution: Key Optimization Steps
Campaigns captured high-intent users through refined keywords that matched exact buyer needs. Landing pages were tailored to deliver immediate value, boosting trust and conversions. Automated bidding adjusted in real-time to maintain target costs, while ongoing negative keyword updates eliminated low-quality traffic.
Results
- New Customer Leads: Delivered a massive volume of qualified prospects over 2.5 years.
- Average Cost Per Lead: Achieved incredibly efficient costs for high-value home services.
- Conversion Rate: Reached nearly 16%—an industry-leading rate where clicks turned into qualified leads.
Broader Impact
This created a scalable, profitable lead generation engine in a highly competitive market. The client gained consistent access to high-quality leads, driving new business growth across all verticals without wasting budget on unqualified traffic.
Key Learnings
- Prioritize buyer intent: Long-tail keywords and geo-targeting filter out browsers to focus on ready-to-buy users.
- Optimize the full funnel: Alignment between ads, queries, and landing pages is essential for top conversion rates.
- Automate with controls: Smart bidding paired with negative keywords enables safe scaling and cost protection.
This case demonstrates my expertise in building efficient, high-ROI campaigns for competitive industries.