When AC Paving Northampton came to us, they weren’t struggling with the quality of their work—they were struggling with consistency. Like many trades businesses, they relied on recommendations and occasional enquiries, but they wanted a predictable way to generate new leads every month.
Our goal was straightforward: build a Google Ads campaign that attracted people actively searching for paving and landscaping services in Northampton, then direct those visitors to landing pages designed specifically for the service they needed.
Rather than creating one broad campaign, we built a strategy focused on intent, making it easier to turn searches into genuine enquiries.
The challenge
AC Paving Northampton wanted more consistent enquiries without relying solely on word of mouth. They offered a range of services including driveways, patios, paving and landscaping, but advertising them all under one campaign wasn’t the most effective approach.
People searching for a new resin driveway aren’t necessarily looking for a garden landscaping company, and someone searching for a patio installation has different priorities again. Sending every visitor to the same webpage would have meant a less relevant experience and fewer enquiries.
The objective was to create a campaign that matched exactly what potential customers were searching for.
Our Google Ads strategy
Before launching any advertising, we looked at how people were searching for paving and landscaping services across Northampton and the surrounding areas.
Instead of building one campaign that covered every service, we split the account into dedicated campaigns based on individual services. This allowed us to write highly relevant adverts, improve Quality Scores and direct visitors to landing pages that closely matched their search.
This approach also made it much easier to monitor performance, adjust budgets and identify which services were generating the strongest return.
The work we carried out
Structuring the campaigns
The Google Ads account was organised around AC Paving Northampton’s core services.
Separate campaigns were created for services such as:
- Driveway installations
- Resin driveways
- Block paving
- Patios
- Landscaping
By separating each service, every advert could speak directly to the customer searching for that particular type of work.
Building dedicated landing pages
Every campaign directed visitors to a dedicated landing page rather than the homepage.
Each page focused on a single service, making it easier for visitors to find the information they were looking for without unnecessary distractions.
The landing pages included clear service information, examples of previous work, trust signals, straightforward contact forms and prominent calls to action.
Matching the advert to the landing page created a much smoother experience for potential customers.
Targeting high-intent searches
Rather than targeting broad keywords, we focused on searches from people who were actively looking to book paving or landscaping work.
This meant the adverts were shown to users much further along in the buying process, helping generate enquiries from people who were ready to speak to a contractor rather than simply browsing for ideas.
Filtering wasted spend
A successful Google Ads campaign isn’t only about choosing the right keywords—it’s also about avoiding the wrong ones.
We regularly reviewed search term reports and added negative keywords to stop adverts appearing for irrelevant searches.
This helped reduce wasted clicks, improve lead quality and make better use of the advertising budget.
Ongoing optimisation
Launching the campaign was only the beginning.
We continuously monitored performance, looking at which keywords generated enquiries, which adverts attracted the highest click-through rates and which landing pages converted best.
Budgets were adjusted where necessary, adverts were refined and search terms were reviewed regularly to keep the campaign performing efficiently.
This ongoing management helped ensure the account continued improving rather than remaining static after launch.
The results
The new Google Ads campaign gave AC Paving Northampton a far more structured approach to lead generation.
Instead of relying on one general campaign, the business now had targeted advertising for each of its main services, making it easier to attract people searching for exactly what they offered.
The dedicated landing pages created a better experience for visitors, while the ongoing optimisation helped improve the quality of enquiries and reduce unnecessary advertising spend.
Most importantly, the campaign provided a more consistent flow of opportunities, giving the business a reliable marketing channel that could be monitored, refined and scaled over time.
What made the campaign successful?
Several factors contributed to the campaign’s performance.
First, every service had its own campaign, allowing adverts to be much more relevant to the customer’s search.
Secondly, dedicated landing pages ensured visitors arrived on a page that matched exactly what they were looking for, rather than having to navigate through a general website.
Regular optimisation also played a significant role. Search terms were reviewed frequently, negative keywords were expanded, adverts were tested and budgets were adjusted based on performance.
Together, these improvements helped generate more relevant enquiries while making better use of the client’s advertising budget.
Final thoughts
This project highlights how a well-managed Google Ads campaign can help a trades business generate more consistent enquiries without relying entirely on recommendations or seasonal demand.
By separating services into focused campaigns, matching each advert with dedicated landing pages and continually refining performance, we created a system designed to attract people actively searching for paving and landscaping services.
Rather than chasing more website visitors, the focus remained on attracting the right visitors—people already looking for the services AC Paving Northampton provides.
Looking to generate more leads with Google Ads?
If your business isn’t getting enough enquiries or your current Google Ads campaign isn’t producing the results you’d expect, we’d be happy to review your account.
Whether you’re starting from scratch or already running campaigns, we can build and manage a Google Ads strategy that focuses on attracting high-quality leads through carefully targeted campaigns, dedicated landing pages and ongoing optimisation.