(207) 272-3303

Case Study – Pristine Detail

Industry: Auto Detailing Services 

Service: Google Ads Management (Search + Performance Max) 

The Challenge

Pristine Detail was already running Google Ads across Search and Performance Max campaigns, but the account had room to grow. Instead of asking for a bigger budget, the client wanted more out of the budget they already had — more qualified leads, a lower cost per lead, and less money wasted on clicks that were never going to convert.

Before optimization began, the account was dealing with initial challenges:

The goal

improve lead quality and volume, cut wasted spend, and sharpen keyword and audience targeting  all through smarter optimization, not increased spend.

Our Approach

Rather than a one-time setup-and-forget campaign, we ran a continuous, hands-on optimization process across eight key areas:

  1. Search Term Optimization We reviewed the Search Terms Report daily, flagging irrelevant queries and low-quality traffic. Negative keywords were added on an ongoing basis to cut off wasted clicks at the source.
  2. Keyword Optimization High-CPL keywords were identified and scaled back, while new high-intent keywords were added based on real converting search terms — weighing conversion volume, cost per conversion, search intent, and CTR.
  3. Performance Max Search Theme Optimization We removed underperforming search themes and introduced new, high-volume themes that better reflected current user search behavior, helping Google’s automation find stronger opportunities.
  4. Ad Copy Optimization Headlines, descriptions, value propositions, and CTAs were regularly refreshed to prevent ad fatigue and keep CTR healthy.
  5. Ad Extension Optimization Callout, sitelink, and call extensions were reviewed and refreshed — poor performers were swapped out for more relevant, higher-converting assets.
  6. Audience Optimization We continuously tested new audience signals, built additional segments, cut underperforming audiences, and doubled down on the ones driving quality leads.
  7. Demographic Optimization Performance was analyzed by age, gender, and audience demographics, shifting budget away from low-converting segments and toward the ones actually converting.
  8. Continuous Performance Monitoring The account was monitored daily — budget pacing, search terms, conversion tracking, CTR, CPC, impression share, and ad strength — so issues could be caught and fixed quickly, not after the fact.

The Results

Over the course of March 2025, this hands-on optimization strategy delivered strong, cost-efficient results:

Metric

Result

Total Ad Spend

$1,533.15

Clicks

772

Impressions

19,931

CTR

3.87%

Conversion Rate

9.70%

Avg. CPC

$1.99

Total Conversions

169 (64 calls + 105 form submissions)

Cost Per Lead

$9.07

Campaign Breakdown

Search Campaign

Performance Max Campaign

Key Takeaways

Search Campaign: Delivered the highest conversion rate of the two campaigns, driven by strong keyword intent. It remained the primary engine for phone call conversions — the format that tends to convert fastest for a service business like detailing.

Performance Max Campaign: Added meaningful lead volume by expanding reach across Google’s full network — Display, YouTube, Gmail, Discover, and Maps — at a lower average CPC, making it a cost-efficient complement to Search. Performance steadily improved as search themes, audience signals, and creative assets were refined.

Overall Outcome

By pairing daily account monitoring with continuous, targeted optimization, we helped Pristine Detail generate 169 qualified leads at a $9.07 cost per lead in one month span without increasing ad spend. This reflects a balanced strategy focused on both volume and efficiency: