At a glance
176+
Reported conversion actions
2,610+
Google Ads clicks
$107.25
Reported cost per conversion
Google Ads · February–August 2026. Rounded volumes; cost per conversion as reported in the account.
01 / The brief
The brief
Griffiths Metal Products is an established fabricator of fences, gates, railings, spiral staircases and security doors. This campaign focused specifically on custom metal-fence installation instead of promoting every service.
The objective was to make a limited budget work within a competitive Miami market, while keeping calls, forms and contact requests measurable.
02 / The challenge
The challenge
A broad service offering can spread a small campaign too thin. The account needed a sharper relationship between the search, the ad and the destination page, alongside reliable tracking.
- Focus investment on relevant metal-fence intent.
- Avoid unrelated searches and low-intent traffic.
- Make enquiries easy on mobile through short forms and click-to-call.
03 / The decisions
The decisions
- Research local search intent, the buying journey and competitor ads, offers, reviews and keyword gaps.
- Refine two service campaigns into one Metal Fence campaign with service-based ad groups.
- Target installation, custom, residential, commercial, ornamental iron, aluminum and security-fence terms.
- Use service-specific landing messaging, strong CTAs, trust content and a mobile-friendly enquiry path.
- Review search terms, negatives, bids, budgets and lead quality weekly, supported by GA4, GTM and CRM tracking.
04 / Results and performance
Results and performance
From February to August 2026, the campaign recorded 44,600+ impressions, 2,610+ clicks, 176+ Google Ads conversions and $19,100+ ad spend. It lists $107.25 as average cost per conversion.
Tracked actions included forms, calls, click-to-call and contact requests. The headline volumes and spend are rounded; the account’s reported cost per conversion was $107.25.
05 / What this project demonstrates
What this project demonstrates
The campaign’s focus made it possible to align a service, its buying-intent keywords, ad copy and the conversion path. The project demonstrates a concentrated acquisition approach rather than a claim that every service should be advertised at once.
The takeaway
On a limited budget, concentrate the campaign around a service and a clear buying intent.
