Restructuring Google Ads to Bring CPL Back Under Control for a Conservatory Roof Specialist

The challenge

Google Ads CPL had crept as high as £147 to £151 as the account structure became inefficient and spend drifted toward search terms that were not generating results. The brief was to restructure the account, get CPL back under control and build a more sustainable multi-channel setup.

The approach

We ran a full Google Ads restructure around high-intent, conversion-focused keyword groups. Match types were tightened and the negative keyword strategy expanded to eliminate wasted spend. Budget was reallocated toward the ad groups with the strongest CPL and appointment-set rate, and conversion tracking was rebuilt end-to-end. Pinterest and Reddit were introduced as new channels targeting homeowners in the research phase, with weekly reporting against CPL targets across every channel.