CASE STUDY
An established bathroom remodeling company faced growing competition in Google Ads. As more advertisers bid on the same popular keywords, acquisition costs increased while clicks and inquiries declined.
Built-Right Digital restructured the campaign around lower-cost placements, search automation, and highly specific customer searches—helping the company increase leads without entering a costly bidding war.
Campaign period: 90-day year-over-year review
Client: Anonymous bathroom remodeling company
Core strategy: Smarter ad placements and search automation
The Challenge
The company initially depended on traditional Google Search campaigns targeting popular remodeling keywords.
As local competition increased, advertisers began competing for the same searches. Over the comparison period:
- The cost of generating a standard inquiry increased by 30.45%
- Leads from traditional campaigns declined by 10.06%
- Ad clicks decreased by 27.31%
Continuing to raise bids would have increased costs without guaranteeing better lead volume. The company needed a more efficient way to reach homeowners without sacrificing profit margins.
The Strategy
Built-Right Digital redirected a portion of the advertising budget away from highly competitive searches and into less crowded, automated campaign types.
Automated Cross-Network Campaigns
We expanded the company’s reach beyond standard search results by using automated campaigns across:
- YouTube
- Gmail
- Google Maps
- Google Discover
These campaigns helped reach potential customers while they were browsing, researching, and comparing home improvement options.
Website-Reading Search Ads
We also introduced ads that used the company’s website content to match highly specific searches.
Instead of relying only on broad, expensive keywords, the campaigns could appear for detailed questions related to project pricing, services, maintenance, and other niche customer needs.
Smarter Budget Allocation
Rather than substantially increasing the advertising budget, we shifted resources toward the campaign types producing more affordable inquiries.
This created a more diversified strategy and reduced the company’s dependence on competitive keyword auctions.
The Results
Automated Campaigns Reduced Lead Costs by 59.19%
Cross-network automated campaigns generated customer inquiries at 59.19% less cost per lead than the standard campaign baseline.
Website-Reading Ads Reduced Lead Costs by 41.87%
Highly specific, website-driven search ads produced leads at a 41.87% lower cost than traditional campaigns targeting competitive keywords.
Total Leads Increased by 7.13%
Despite rising advertising costs in the market, the restructured campaign generated 7.13% more leads than the previous comparison period.
Visibility Increased by 8.46%
The company also achieved an 8.46% increase in ad views, expanding its exposure among potential customers without relying exclusively on costly search terms.
Pipeline Value Increased by 3.79%
The improved campaign mix contributed to a 3.79% increase in potential sales pipeline value, following a relatively small 2.12% budget shift.
The Outcome
Built-Right Digital helped the company avoid an expensive bidding war while continuing to grow its lead pipeline.
By combining automated campaigns, highly specific search targeting, and smarter budget allocation, the company generated more inquiries at a lower cost than its traditional campaigns.
The new structure also created a stronger defense against future advertising inflation by reducing reliance on a small group of highly competitive keywords.
Generate More Remodeling Leads Without Overpaying for Clicks
Built-Right Digital helps bathroom remodeling companies improve Google Ads performance through smarter targeting, automated campaigns, and measurable lead-generation strategies.
