Case study / carpet cleaning / North London

A confidential UK recruitment and HR company needed a reliable way to reach businesses actively looking for higher-value recruitment support. I managed and optimised its Google Search campaigns around service-specific, commercially relevant searches.

Tracked conversions

Clicks

Impressions

Total ad spend

The source

548Tracked conversions

6.85KClicks

128KImpressions

£6.44KAd spend

The account totals show 128K impressions, 6.85K clicks, 548 tracked conversions and £6.44K in total ad spend. Based on those totals, the campaign averaged about £11.75 per tracked conversion and £0.94 per click.

The challenge

The company was not selling a low-cost service. A successful recruitment customer could be worth approximately £3,000 to £5,000, depending on the engagement. The account therefore needed to prioritise commercially valuable searches rather than chase inexpensive clicks or broad traffic.

The strategy

Researched service-specific HR and recruitment searches

Prioritised queries that indicated genuine business hiring intent

Structured focused ad groups around relevant recruitment services

Applied UK location targeting aligned with the company’s market

Improved ad messaging around professional recruitment support

Added negative keywords to reduce job-seeker and irrelevant traffic

Checked conversion tracking and reviewed search terms regularly

Adjusted bids and targeting using real conversion data

Performance highlights

These rates are calculated from the account totals recorded between 14 April 2025 and 26 January 2026.

01

Average cost per conversion £6,440 spend divided by 548 tracked conversions.

Average cost per click £6,440 spend divided by 6,850 clicks.

Click-through rate 6,850 clicks from 128,000 impressions.

Tracked conversion rate 548 tracked conversions divided by 6,850 clicks.

Important context: the 548 figure represents tracked conversion actions, not 548 confirmed customers or closed recruitment placements. A converted customer could be worth approximately £3,000 to £5,000, but the account totals do not show confirmed revenue or deal value.

The outcome

The campaign gave the company a measurable way to reach UK businesses actively searching for recruitment and HR support. By focusing on commercially relevant queries from the start, the account was built around lead quality and potential customer value rather than raw traffic alone.

Continued search-term reviews, exclusions and conversion-led optimisation helped maintain control over spend while generating consistent opportunities.