With a long sales cycle and a niche market, they needed a paid search strategy that would not only generate leads but ensure those leads matched the type of work they wanted to win.

Our team was brought on to manage their Google Ads campaigns with a focus on strategic lead generation, full-funnel visibility, and ongoing performance optimisation.

Goals

• Generate qualified leads for high-value home extensions and renovations
• Build a reliable conversion tracking system to measure real outcomes
• Improve lead volume and campaign efficiency over time
  
  

Challenges and Considerations

ZJ Building operates in a highly competitive space, where generic search terms can easily attract the wrong kind of traffic. While terms like “builder near me” may appear valuable, they put campaigns at risk of driving low-quality leads or projects that don’t align with a bespoke builder’s capabilities.

To avoid this, we proactively conducted in-depth keyword research, restructured campaigns to focus on intent, and built a strategy that prioritised quality over quantity. Every aspect of the campaign—from ad copy to keyword targeting—was designed to speak directly to homeowners planning significant renovation or extension projects.

At the same time, visibility over performance was essential. We conducted a thorough review of all possible conversion pathways and implemented accurate tracking across the board. Whether it was a design guide download, a form submission, or a phone call, we ensured every meaningful action was captured and measurable—creating a foundation for clear reporting and smart optimisation.

What We Implemented

Our first priority was to establish a clean, scalable foundation. We refined location targeting to match ZJ Building’s service area, curated high-intent keyword groups that better reflected the bespoke nature of their work, and updated ad messaging to differentiate them from volume-based competitors.

Using Google Tag Manager and Google Analytics, we implemented detailed conversion tracking that allowed us to track not just leads—but the right leads. With this infrastructure in place, we were able to run weekly reviews, make targeted optimisations, and ensure campaign decisions were grounded in performance data—not assumptions.

Strategic Evolution

Over the first two months, the account evolved through a series of strategic adjustments. We refined keyword match types, reallocated budget toward high-converting themes, and tested different messaging to improve engagement with ZJ Building’s ideal audience.

Rather than chasing clicks, we focused on alignment—ensuring that every element of the campaign contributed to generating the kind of enquiries the client actually wanted. This approach supported both immediate lead generation and longer-term demand planning, particularly important for a business with longer sales cycles.

Results Snapshot (March 2025)

• 11.52% Google Ads conversion rate
• 15.78% increase in conversions compared to February
• $7.30 average CPC, maintaining strong efficiency in a competitive vertical
  
  

Client Feedback

"We have been working with PupDigital for the last few months and can highly recommend! From their regular updates, to thorough onboarding and great knowledge you will be safe in their hands!"
— Amy Sharpe, Preconstruction Manager

Conclusion

This campaign highlights how a focused, data-driven approach can transform search advertising into a sustainable growth channel for businesses in the building and construction space. Through proactive keyword curation, precise targeting, and transparent conversion tracking, we helped ZJ Building generate the kind of project leads they value most—homeowners ready to renovate, extend, and invest.

Unlike generic ad strategies that rely on volume, our tailored approach is built for quality, consistency, and long-term performance. Whether leads convert this month or in twelve months, the strategy supports the full lifecycle—keeping the pipeline strong, measurable, and aligned with real business goals.