Case study Results / The trades · Window installer
291 enquiries on £230 a month.
A window installation firm running one of the smallest budgets on our book. Over three years the account produced 291 enquiries from £9,740 of total spend, an average of £33.47 each. For a trade where a single job runs into thousands, that is the whole argument for search done properly at small scale.
291 enquiries · £33.47 each · £9,740 total spend · three years
One of thirteen case studies, published from more than a hundred accounts since 2021. We publish the ones we can put a source against. See all thirteen →
01 The numbers
Small budget. Real jobs.
Most agencies will not take an account at this size, and the ones that do tend to run it on autopilot. But a trade business does not need hundreds of enquiries. It needs enough to fill the diary in the quiet months, at a cost that a single won job pays back many times over.
This is the argument for the whole SMB end of the market. At £230 a month the account still had to be structured properly, still needed negatives, and still needed someone looking at it. It just needed less of everything else.
02 What we did
What we did
Built it for the phone, not the form. Trade customers ring. The pages are mobile-first with the number in reach at every scroll position, and the calls are tracked back to the search that produced them.
Screened out the jobs they did not want. On a small budget the negative list matters more than the keyword list. Repairs, rentals, DIY, trade suppliers and job seekers all search using the same words as a homeowner wanting a quote.
Kept the structure small enough to learn. A few hundred pounds a month spread across a dozen campaigns learns nothing. Consolidated, it accumulates enough conversions in one place to be optimised against.
Paced the budget against the diary. The point of a search account for a trade business is that it can be opened when work is thin and eased back at capacity. It is a tap, not a billboard.
Reported it plainly. What the ads spent, how many enquiries came back, what each one cost. At this budget nobody needs a forty-page deck.
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