Google Ads Case Study: More Tracked Enquiries. Lower Acquisition Cost.
This Google Ads lead generation case study shows how Willowmead Treatment Plants improved paid-search efficiency through stronger targeting, conversion tracking and ongoing optimisation. As a practical PPC case study, it demonstrates how the campaign generated more measurable enquiries while reducing advertising spend and cost per conversion.
Reported by Willowmead on its 2025 installations page. Google Ads conversions are tracked separately as phone calls and form submissions.
More Tracked Enquiries. Stronger PPC Efficiency.
This Google Ads management case study compares Willowmead Treatment Plants' 2025 Google Ads performance with 2026 year-to-date results. The campaign generated more tracked phone calls and form submissions while using less advertising spend and substantially reducing cost per conversion.
More tracked phone calls and form submissions.
Cost per tracked conversion was cut by more than half.
More tracked conversions from a smaller spend base.
Around 2.2× the conversion yield per advertising pound.
As this PPC lead generation case study shows, the account produced more tracked enquiries while advertising spend decreased, with cost per conversion falling from £232 to £105 across the comparison periods.
2026 Google Ads Results: More Conversions With Less Spend
For Willowmead Treatment Plants, the 2026 Google Ads performance period generated substantially more tracked phone calls and form submissions while operating from a smaller advertising spend base. The result was stronger PPC efficiency and a much lower cost per conversion.
Less advertising spend than the 2025 comparison period.
More tracked phone calls and form submissions.
Google Ads cost per tracked conversion fell by more than half.
Fewer clicks were required while tracked conversions increased.
tracked conversions per £1,000 spent
The 2026 Google Ads reporting period generated 9.5 tracked conversions for every £1,000 of advertising spend, compared with 4.3 during the 2025 comparison period.
Google Ads Performance: 2025 vs 2026
The year-on-year Google Ads performance comparison shows more measurable conversion actions from less advertising spend. Tracked enquiries increased while average cost per conversion fell, demonstrating materially stronger PPC efficiency.
| Google Ads Metric | 2025 | 2026 | Change |
|---|---|---|---|
| Advertising Spend | £7.43K | £5.68K | -24% |
| Tracked Conversions | 32 | 54 | +69% |
| Cost Per Conversion | £232 | £105 | -55% |
| Conversions Per £1K Spend | 4.3 | 9.5 | +121% |
Across the comparison periods, the account generated more tracked enquiries from a smaller spend base. The improvement reflects stronger paid-search efficiency rather than simply increasing advertising volume.
How We Optimised Google Ads for Sewage Treatment Plant Enquiries
Our approach to Google Ads for sewage treatment plants focused on turning the available advertising budget into more qualified and measurable enquiry opportunities rather than simply increasing click volume.
Higher-Intent Search Traffic
Focus Google Ads spend on searches most likely to produce genuine sewage treatment plant enquiries instead of simply increasing overall paid-search click volume.
Less Wasted Google Ads Spend
Review search terms, apply negative keywords and refine targeting to reduce irrelevant clicks and concentrate more of the budget on useful search traffic.
Better Lead & Conversion Tracking
Track phone calls and form submissions so Google Ads optimisation decisions can be based on measurable lead actions instead of relying on clicks alone.
Continuous PPC Optimisation
Shift budget and bidding decisions toward the areas producing stronger conversion efficiency as additional Google Ads performance data becomes available.
The Google Ads management approach focused on improving the quality and efficiency of paid-search traffic — reducing unnecessary spend while giving stronger-performing searches, targeting and conversion actions more opportunity.
Google Ads Case Study Results: More Enquiries, Lower Cost Per Conversion
The strongest outcome from this Google Ads case study was improved efficiency. More tracked phone calls and form submissions were generated while advertising spend and average cost per conversion both decreased.
A 69% increase in tracked phone-call and form-submission conversions.
The average cost per tracked conversion fell by more than half.
The Google Ads account generated more tracked calls and form submissions from a smaller spend base, while Willowmead continued building its sewage treatment plant installation pipeline.
Willowmead reports 23 sewage treatment plant installations completed during 2025. Google Ads conversions in this case study represent tracked phone calls and form submissions. The two figures are shown separately and do not claim that every installation was directly generated by Google Ads.
More Measurable Enquiries. Better Use of Advertising Budget.
The strongest change across the comparison periods was improved efficiency: more tracked enquiry actions were generated while advertising spend and cost per conversion both decreased.
A 69% increase in tracked phone-call and form-submission conversions.
The average cost per tracked conversion fell by more than half.
The Google Ads account generated more tracked calls and form submissions from a smaller spend base, while Willowmead continued building its sewage treatment plant installation pipeline.
Willowmead reports 23 sewage treatment plant installations completed during 2025. Google Ads conversions in this case study represent tracked phone calls and form submissions. The two figures are shown separately and do not claim that every installation was directly generated by Google Ads.
Want Better Results From Your Google Ads Campaigns?
Our Google Ads management service focuses on search intent, campaign structure, negative keywords, conversion tracking and ongoing optimisation to help turn advertising budget into more qualified and measurable customer enquiries.