Bricklaying Services Melbourne, Australia

Industry: Construction / Bricklaying
Location: Melbourne, Victoria, Australia
Campaign: Google Search
Objective: Generate local enquiries and improve conversion efficiency.
Website: https://bricklay.com.au/

CONTEXT

The campaign focused on generating demand for bricklaying services in Melbourne through Google Search. With a daily budget of $450 and seven ad groups, the goal was to attract relevant local search traffic and turn clicks into measurable conversion actions. The campaign's performance was evaluated through click volume, CTR, average CPC, and conversions.

CHALLENGE

The main challenge was making the advertising budget work efficiently in a competitive local services market. At an average CPC of $7.86, traffic costs needed to be balanced against the number of conversions generated. The priority was not simply to attract more visitors, but to understand how effectively paid search traffic translated into enquiries or other tracked actions.

APPROACH

The campaign used a Google Search structure with seven ad groups, providing a basis for reviewing performance across different service themes. Management focused on campaign-level performance, ad relevance, search-term quality, negative keyword control, bidding, and budget allocation.

Conversion tracking was also an important consideration, as meaningful optimisation depends on measuring actions that matter to the business rather than relying on clicks alone. The aim was to assess both traffic costs and conversion efficiency throughout the campaign.

RESULTS

During the reporting period shown in Google Ads, the campaign generated approximately 1,900 clicks and 156 conversions, with an 8.34% CTR and an average CPC of $7.86.

Based on the rounded click figure, the estimated ad spend was approximately $14,934, bringing the estimated cost per conversion to $95.73. The estimated click-to-conversion rate was 8.21%. The campaign had a $450 daily budget and an 85.1% optimization score.

KEY TAKEAWAY

The campaign generated 156 reported conversions from approximately 1,900 clicks. The key performance measure was the relationship between traffic costs and conversion volume. To assess the campaign's actual business return, the conversion actions, lead quality, and revenue generated would also need to be verified.