Case study 06 · Local services
Ashley Artisans: Building high-quality leads in a low-volume, high-competition market
90%+
Qualified leads
01
Client
Ashley Artisans · Local services. Channel: Google Ads.
02
Challenge
A local service business in a market with little search volume and strong competition. Every click is expensive, so every lead has to count.
03
Diagnosis
In a small market, chasing more volume means paying for irrelevant clicks. The goal was to concentrate spend on searches showing real local intent.
Low search volume
High competition
Lead quality matters more than volume
04
Strategy
Research keywords for local intent and long-tail phrasing, study competitors, run Search and Display with GA4 conversion tracking, keep negatives current, and feed CRO recommendations back to the site.
05
Execution
Campaign and setup structure:
Research
- Keyword research
- Local intent
- Long-tail targeting
- Competitor analysis
Campaigns
- Search
- Display
- Negative keywords
Measure & improve
- GA4 conversion tracking
- CRO recommendations
- Ongoing optimization
06
Results
90%+
Qualified leads
07
Key takeaway
When volume is scarce, qualification is the win. Tight local targeting and negatives kept more than 90% of leads qualified.
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