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.

When Elevate Garden Rooms approached us, they already had the foundations of a great business. They were building high-quality bespoke garden rooms and had genuine experience within the industry, but their online presence wasn’t generating the level of enquiries they wanted.

Like many home improvement businesses, they were relying too heavily on referrals and existing customers. While word of mouth is incredibly valuable, it’s difficult to grow consistently if that’s your only source of work.

Our objective wasn’t simply to build a new website or launch a Google Ads campaign. We wanted to create a complete marketing system that would generate more qualified leads, improve local visibility and establish Elevate Garden Rooms as one of the first companies people think of when searching for a garden room installer in Cheshire.

To achieve that, we combined website design, landing pages, local SEO, Google Ads, Google Business Profile optimisation, conversion rate optimisation and detailed lead tracking into one joined-up strategy.

The client’s challenge

The biggest challenge wasn’t the quality of the service.

It was visibility.

Garden rooms are a significant investment, and customers spend time researching before making an enquiry. They’ll often compare several companies, browse project galleries, read reviews and visit multiple websites before deciding who to contact.

The existing online presence wasn’t doing enough to build confidence or capture that demand.

The website didn’t fully showcase the range of products available, local search visibility could be improved, and there wasn’t a structured approach to attracting people searching for specific types of garden rooms across Warrington, Cheshire and the surrounding areas.

We also identified opportunities to improve the conversion journey. Getting visitors to a website is only half the challenge. The website also needs to give people confidence to enquire.

Our approach

Rather than treating every marketing channel separately, we approached the project as one connected system.

Every part of the campaign had a purpose.

• The website needed to build trust.
• The landing pages needed to convert.
• Google Ads needed to generate high-intent enquiries.
• Local SEO needed to increase long-term visibility.
• The Google Business Profile needed to strengthen local presence.

Finally, accurate tracking would allow us to understand where enquiries were coming from and continually improve performance.

By ensuring each element worked together, we could create a much stronger customer journey from the initial Google search through to the first enquiry.

The work we carried out

Website design and landing page development

The website became the centre of the campaign.

Because garden rooms are such a visual product, we wanted visitors to immediately see the quality of the workmanship and understand the different solutions available.

We designed a modern, professional website that showcased completed projects, highlighted the company’s expertise and made it simple for customers to request a quotation.

Rather than relying on stock photography, the website uses genuine project imagery to demonstrate the standard of work Elevate Garden Rooms delivers.

We also integrated live customer reviews directly into the website instead of static screenshots. This provides stronger trust signals and gives prospective customers confidence that they’re reading genuine feedback.

Alongside the main website, we built dedicated landing pages specifically for Google Ads. These pages were designed with one objective: converting visitors into enquiries. By removing unnecessary distractions and keeping the messaging closely aligned with each advert, we were able to create a much smoother user journey.

Local SEO and content strategy

Long-term visibility was a major priority.

We created dedicated pages targeting the different services customers search for, including garden offices, garden gyms, garden studios, garden bars, games rooms and other bespoke garden room solutions.

Alongside the service pages, we developed local landing pages targeting Warrington, Cheshire and surrounding locations, helping the business appear for more relevant local searches.

Every page was written with unique, useful content rather than duplicating the same information across multiple locations. Internal linking throughout the website strengthened the overall structure, making it easier for both users and search engines to navigate the site.

This gave Elevate Garden Rooms a much broader online presence while building authority across multiple services and locations.

Google Ads campaign setup

Google Ads formed the faster lead generation side of the campaign.

Instead of creating one generic campaign, we built tightly themed ad groups around specific customer intent.

For example, someone searching for a garden office has different priorities from someone looking for a garden gym or garden studio. Each ad group was supported by its own relevant landing page, improving ad relevance and providing visitors with content that matched exactly what they were searching for.

From day one, we implemented an extensive negative keyword strategy to prevent wasted ad spend. Removing irrelevant searches allowed more of the budget to focus on customers actively looking to purchase a bespoke garden room.

This structure also helps improve Google’s Quality Score, which can reduce cost per click while increasing advert relevance.

Google Business Profile optimisation

A well-optimised Google Business Profile is essential for any local trades business.

We reviewed the primary category, optimised the services, improved imagery and ensured the profile accurately represented the company’s expertise.

Regular posting also became part of the ongoing strategy. By publishing updates three times per week, the profile remained active, showcased recent projects and continued building trust with potential customers discovering the business through Google Maps.

Combined with the wider SEO strategy, this strengthened Elevate Garden Rooms’ local visibility across the region.

Tracking and reporting

Understanding where enquiries come from is just as important as generating them.

We implemented tracking across every major marketing channel, allowing us to monitor enquiries from Google Ads, organic search, the Google Business Profile and the website itself.

This data allows us to continually refine campaigns, improve landing pages and focus marketing activity on the areas producing the best quality leads.

Rather than making decisions based on assumptions, we use real data to guide ongoing improvements.

Conversion rate optimisation

Driving more traffic only creates value if that traffic converts.

Throughout the website, we strengthened calls-to-action, improved page layouts, simplified enquiry forms and ensured the mobile experience was just as strong as the desktop version.

We also introduced stronger trust signals through live reviews, genuine project photography, clear service information and professionally presented content.

These improvements helped remove hesitation and encouraged more visitors to take the next step.

The results

By bringing every element of the campaign together, Elevate Garden Rooms developed a significantly stronger online presence and a far more consistent flow of qualified enquiries.

The campaign helped generate more leads from homeowners actively searching for bespoke garden rooms while also positioning the business as one of the most recognisable garden room installers across Warrington, Cheshire and the surrounding North West.

Instead of relying on referrals alone, the business now benefits from multiple lead sources working together. Customers discover Elevate Garden Rooms through Google Search, Google Maps, Google Ads and local service pages, with each platform reinforcing the same professional brand and customer experience.

The website has become a genuine sales tool that showcases the company’s workmanship, highlights its expertise and gives potential customers confidence before making contact.

What made the difference

There wasn’t one single change that transformed the campaign.

The biggest improvement came from combining several proven marketing strategies into one joined-up system.

• The website was designed to convert.
• The landing pages matched customer intent.
• The Google Ads campaigns focused on high-quality searches.
• The local SEO strategy expanded visibility across multiple locations.
• The Google Business Profile supported local trust and credibility.

Every channel strengthened the next, creating a marketing system that generates enquiries while continuing to build long-term brand recognition.

Final thoughts

This project is a great example of why we take a full-service approach to digital marketing.

A well-designed website on its own won’t consistently generate enquiries. Equally, running Google Ads without strong landing pages, local SEO and an optimised Google Business Profile rarely delivers the best long-term return.

For Elevate Garden Rooms, we focused on improving every stage of the customer journey—from the moment someone searched online through to the point they submitted an enquiry.

By combining website design, local SEO, Google Ads, Google Business Profile optimisation, conversion rate optimisation and ongoing campaign management, we helped generate more qualified enquiries while positioning Elevate Garden Rooms as one of the most recognisable garden room installers across Cheshire and the wider North West.

That’s the benefit of building a complete marketing system rather than relying on individual marketing tactics.

Need help with your digital marketing?

If your trades or home improvement business isn’t generating enough enquiries, the issue often isn’t one single thing. Your website, Google Ads, local SEO, Google Business Profile and conversion strategy all need to work together.

We specialise in building complete digital marketing systems for trades and home improvement businesses that increase visibility, generate qualified leads and create long-term growth.

If you’d like us to review your current marketing and identify where opportunities are being missed, we’d be happy to help.

We approached the project from a full-service angle. Rather than relying on one channel, we looked at the whole customer journey: the website, landing pages, local SEO, Google Ads, Google Business Profile, reviews, tracking and conversion rate.

The outcome was clear: Garden Rooms 365 went from no consistent leads to around 70 leads per month.

The client’s challenge

The main issue was simple: the business wasn’t generating enough leads.

Garden rooms are a high-value service, so people rarely enquire after seeing one advert or one page. They want to see the quality of the work, understand the options, compare styles, read reviews and feel confident that the company can handle the full project.

The website needed to do more than look good. It had to showcase the different types of garden rooms properly, explain the service clearly and turn visitors into enquiries.

There was also a local visibility challenge. Garden Rooms 365 serves Essex, but customers search in different ways depending on where they live and what they want built. Some search for “garden rooms Essex”, while others search for more specific terms like garden office, garden gym, garden salon or garden room in Chelmsford, Billericay, Brentwood or Southend.

That meant the campaign needed proper structure.

Our approach

We knew this campaign needed more than a basic website and a few ads.

Our strategy focused on building a stronger online presence across the main areas that drive leads for local home improvement companies:

• A professional, conversion-focused website
• Dedicated service pages for different garden room types
• Local SEO pages targeting towns across Essex
• Specific Google Ads campaigns and landing pages
• Google Business Profile optimisation
• Real reviews displayed on the website
• Clear tracking to understand where leads were coming from

The aim wasn’t just to bring in more traffic. It was to bring in the right traffic and give people enough confidence to enquire.

The work we carried out

Website and landing page builds

The website was a key part of the campaign.

Garden Rooms 365 needed a site that immediately showed the quality of their work. With a visual service like garden rooms, design matters. People want to see finished projects, understand the style, and imagine what the space could look like in their own garden.

We built the website to properly showcase the company’s products and services, including garden offices, garden gyms, garden salons, garden bars, games rooms, studios and annexes.

We also made sure reviews were fed directly into the website rather than added as screenshots. This helped build trust because visitors could see real customer feedback connected to live review platforms.

The ad landing pages were built differently from standard website pages. They were cleaner, more direct and designed to keep people focused on one action: making an enquiry. No clutter. No unnecessary distractions. Just the product, the offer, the trust signals and a clear route to contact the company.

Local SEO and content

Local SEO was another major part of the strategy.

We created content around the different types of garden rooms people were actively searching for. This included service-focused pages for garden offices, garden studios, garden gyms, garden games rooms and other popular uses.

We also built local service pages targeting additional areas across Essex, such as Billericay, Chelmsford, Brentwood, Southend and nearby towns.

Each page was written with unique content, not copied and pasted with the town name changed. That matters because local SEO only works properly when the pages are genuinely useful.

We then internally linked the pages throughout the site so Google could better understand the services, locations and structure of the business.

Google Ads campaign setup

Google Ads gave us a faster route to enquiries while the SEO work built up over time.

The campaigns were structured around specific buyer intent. Instead of running one broad campaign for “garden rooms”, we separated the account into focused ad groups.

For example, someone searching for a garden office is likely to need different messaging from someone looking for a garden gym, garden studio or games room. By matching the ad groups to the right landing pages, we improved relevance and gave each visitor a more tailored experience.

We also added extensive negative keywords from day one. This helped protect the budget and reduce wasted clicks from people searching for unrelated, low-intent or unsuitable terms.

That structure helped improve lead quality and made the ad spend work harder.

Google Business Profile optimisation

For a local business, the Google Business Profile is often just as important as the website.

We optimised the listing by reviewing the main business category, adding the right services, improving the image content and keeping the profile active.

Regular posting was also part of the plan. We posted three times per week to keep the listing fresh and show that Garden Rooms 365 was active, established and regularly completing projects.

The profile also supported the wider local SEO strategy because it helped connect the business with the areas they serve across Essex.

Tracking and reporting

Lead tracking was essential.

We didn’t want to simply say “the marketing is working”. We needed to know where the enquiries were coming from.

We tracked leads from the website, Google Ads, organic search and the Google Business Profile. This helped us understand which pages, campaigns and search terms were driving enquiries.

That information allowed us to make better decisions as the campaign developed. If a certain service type was performing well, we could push it harder. If a landing page needed improving, we could adjust it. If wasted searches were appearing in Google Ads, we could exclude them.

Conversion rate improvements

A lot of marketing campaigns fail because they focus only on getting more traffic.

For Garden Rooms 365, conversion rate was just as important.

We improved the user journey by making calls-to-action clearer, showcasing real reviews, improving the way services were presented and making the site easier to use on mobile.

This was especially important because many potential customers browse on their phones first. If the mobile version is slow, messy or hard to use, leads are lost before the customer even makes contact.

The results

The campaign helped Garden Rooms 365 move from no consistent online leads to around 70 leads per month.

That result came from combining several parts of the marketing together rather than relying on one single channel.

Google Ads helped generate enquiries quickly. Local SEO helped build long-term visibility. The Google Business Profile supported local search. The website and landing pages gave visitors a reason to trust the company and enquire.

What made the difference

The biggest difference was the structure of the campaign.

We didn’t send all traffic to a generic homepage. We built pages around what people were actually searching for.

A garden office customer saw garden office content. A garden gym customer saw garden gym content. Local searches were supported by local pages. Reviews were visible. The work was showcased properly. The calls-to-action were clear.

The negative keyword work in Google Ads also played an important role. By reducing wasted spend, the budget could focus on people who were more likely to become real enquiries.

The review feed also helped. For high-value services, trust matters. Seeing real customer feedback on the website gave potential customers more confidence before picking up the phone or submitting a form.

Final thoughts

This project showed the value of a full-service digital marketing approach for a trades and home improvement business.

Garden Rooms 365 didn’t need one isolated marketing tactic. They needed a joined-up system that brought together the website, SEO, Google Ads, local search, reviews and tracking.

That’s what created the improvement.

When each part of the campaign supports the next, the whole marketing system becomes stronger. The ads bring in the right visitors. The landing pages convert them. The SEO builds long-term visibility. The Google Business Profile supports local trust. The tracking shows what’s working.

For Garden Rooms 365, that approach turned a lack of consistent enquiries into a steady lead flow.

Need help with your digital marketing?

If your trades or home improvement business isn’t getting enough leads, the issue might not be one single thing.

It could be your website, your landing pages, your Google Ads, your local SEO, your Google Business Profile or the way everything connects together.

We can review your current setup and show you where leads are being missed, where spend is being wasted and what needs improving first.