Home Improvement Marketing

Slat walls business turned Google Ads into a consistent lead engine

This slat walls business had great products and happy customers, but their online presence wasn't matching their reputation. So we rebuilt their campaigns and started bringing in the right customers.

Lower

cost per lead

qualified leads

Better

conversion rate

Full

pipeline

This Australian slat walls company helps homeowners and businesses transform their spaces with premium wall solutions.

They've built a reputation for quality craftsmanship and outstanding customer service. From residential feature walls to commercial displays, they deliver results that last.

Beyond the product itself, they focus on creating seamless customer experiences from consultation to installation.

The Challenge

We'd built a strong reputation through word of mouth, but we knew there was more potential online. We just weren't sure how to unlock it.

— Slat Walls Business Owner

This business had built something special. Their reputation was strong, referrals were steady, and they had loyal customers. The foundation was in place.

But their Google Ads campaigns weren't pulling their weight. The campaigns were running, but the setup was limiting what was possible. Budget was concentrated on broad keywords, and tracking gaps made it hard to see the full picture.

The demand was clearly there. The service was proven. A comprehensive marketing audit revealed an opportunity to amplify what was already working and turn their ads into a proper growth channel.

What We Found in the Audit:

✕
Ad budget spread too thin across broad keywords
✕
Strong word of mouth but ads underperforming
✕
Conversion tracking gaps hiding true results
✕
Difficult to measure which campaigns drove enquiries
✕
Opportunity to scale beyond referrals
✕
Untapped potential in paid search channel

From underperforming ads to a consistent lead generation machine

Before

Low

Visibility

Hidden from ideal customers

Sporadic

Leads

Inconsistent enquiries

Broad

Targeting

Not reaching right audience

Weak

Online Presence

Website not converting

After Partnership

Lower

CPL

More efficient spend

Leads

Pipeline consistently full

Higher

CVR

Website converting

Stronger

ROAS

Better return on spend

From Inconsistent Leads to Reliable Pipeline

A focused rebuild to turn their Google Ads into a real lead engine

Month 1-2

Full Google Ads Audit

We dug into every campaign, ad group, and keyword. Found budget bleeding into broad terms that weren't converting. Identified tracking gaps where form submissions weren't being recorded. Built a clear roadmap: tighten targeting, fix attribution, and reallocate spend to high-intent searches.

Month 3-4

Rebuild the Landing Pages

Rewrote headlines to speak directly to homeowners and businesses looking for slat walls. Simplified the enquiry flow. Added social proof sections with real customer outcomes. Removed distractions and focused each page on one clear action: request a quote.

Month 5-6

Give Ads a Clean Slate

Rebuilt campaigns from scratch with tightly themed ad groups. Created dedicated campaigns for different service lines: residential, commercial, and custom projects. Set up proper conversion tracking so every phone call and form fill was attributed correctly.

Month 7+

Ongoing Optimisation

Weekly search term reviews to catch irrelevant queries early. Monthly bid adjustments based on which keywords drove actual enquiries, not just clicks. Tested new ad copy variations and scaled what worked. Continuous refinement that compounds over time.

And now, the results

Lower

cost per lead

qualified leads

Higher

conversion rate

Stronger

ROAS

Within months, this slat walls business turned things around. A structured approach starting with a Google Ads budget calculator helped set realistic spend targets before any campaign went live.

Their Google Ads started pulling in serious opportunities, building a consistent pipeline of qualified leads from customers ready to buy, not just browse. Switching to phrase match keywords was key to filtering out irrelevant traffic.

The same team, same products, but the right customers were finally finding them at the right moment. Conversion rates climbed as better targeting met better landing pages. Ongoing SEO consulting helped build organic visibility alongside the paid campaigns.

And it didn't come with a bigger ad bill. Cost per lead dropped and leads became significantly more qualified. See our flexible pricing plans to understand how we structure engagements like this.

Instead of overpaying for maybe-later clicks, they were investing efficiently to bring in ready-to-buy prospects and keep their calendar full. Browse more examples in our digital marketing case studies library.

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