Google Ads Lead Generation for a UK Cleaning Company

I managed Google Ads campaigns for a UK-based cleaning company with a limited advertising budget. The primary objective was to generate high-quality leads while maximizing return on ad spend.

To achieve this, I conducted audience and keyword research, refined campaign targeting, optimized ad copy, and continuously monitored performance to ensure the budget was spent efficiently. Despite the budget constraints, the campaigns generated qualified phone calls and quote request form submissions from potential customers.

A key part of the project was implementing accurate conversion tracking using Google Tag Manager (GTM) and Google Analytics 4 (GA4). I configured conversion events to track phone calls and quote form submissions, ensuring Google Ads received reliable first-party conversion data. This enabled Google's machine learning to optimize bidding toward users most likely to convert, improving campaign performance over time.

Key Contributions

Planned and managed Google Ads campaigns.

Optimized targeting to reach high-intent customers.

Implemented conversion tracking using Google Tag Manager.

Configured and verified key events in Google Analytics 4.

Tracked phone calls and quote request form submissions as primary conversions.

Used conversion data to improve campaign optimization and lead quality.

The attached screenshots highlight the Google Ads conversion performance and the GA4 Traffic Acquisition report, demonstrating how accurate tracking and continuous optimization contributed to generating valuable leads within a modest advertising budget.