Stone Maintenance

Google Ads Optimization: 700% More Business Inquiries in 3 Weeks

January 8, 2026

Discover how optimizing conversion goals in Google Ads helped Stone Protection increase real business inquiries by 700% in just 3 weeks.

+50%

Improvement in ad quality score through expansion and alignment with user intent.

+700%

Increase in valuable business conversions within just 3 weeks.

Worth Knowing

Measuring the right conversions in Google Ads is the foundation for success.

Precisely defining what constitutes a valuable business conversion allows Google Ads to better optimize campaigns for real business needs. In Stone Protection's case, focusing on contact forms and phone calls instead of micro-conversions brought immediate performance improvements.

What Industry Does the Client Operate In and What Problem Did We Solve?

Our client, Stone Protection, is an Australian company specializing in the protection and maintenance of stone surfaces. The company offers services for both residential and commercial sectors in Sydney and the surrounding areas.

The main problem was an ineffective conversion measurement system in their Google Ads campaigns. The client treated micro-conversions (page views, email address clicks) as the main campaign goals, didn't measure contact form submissions, and as a result received few real business inquiries from ads despite campaign expenditure.

Challenges

We faced several key challenges:

Incorrect conversion priority settings caused the system to optimize campaigns for the wrong goals. There was no proper tracking for the most important business conversions, specifically contact form submissions. The ads were low quality and didn't precisely address potential customers' needs. On top of all that, there was limited time to implement changes and demonstrate results.

Our Process

Step-by-Step Actions

Audit and Initial Analysis

We began with a thorough audit of our client’s advertising account, analyzing campaign structure, ad groups, keywords, and conversion settings. We identified that the main problem was incorrect business goal definition.

Conversion Goals Reconfiguration

We conducted a comprehensive reconfiguration of conversion goals, establishing a clear hierarchy where contact forms and phone calls became the most important elements. We set up form tracking, which wasn't previously active.

Ad Content Optimization

We expanded ad content to better respond to user search intent. We also optimized headlines and descriptions, incorporating key industry phrases and customer benefits.

Bidding Strategy Adjustment

We adapted the bidding strategy to new conversion goals, allowing the system to effectively optimize campaigns for acquiring valuable business inquiries.

Results

Our Results

The effects of our actions came quickly and represented a significant change for the client's business:

Within the first 3 weeks of implementing changes, we recorded 7 valuable conversions (submitted contact forms and phone calls) Improvement in ad quality score translated to better ad positions and lower cost per click Further campaign optimization should continue the trend of improving conversion rates while reducing cost per result. Our collaboration with Stone Protection goes on, and we're focusing on increasing the effectiveness of their advertising campaigns.

Effects

Effects of Our Work

Our SEO strategies and SEM campaigns deliver measurable business results – from increased conversions to improved traffic quality and optimized customer acquisition costs.

+700%

Increase in valuable business conversions within just 3 weeks.

+50%

Improvement in ad quality score through expansion and alignment with user intent.

0→7

Change in conversion numbers before and after campaign optimization.

Number of inquiries (forms and phone calls) acquired in the first 3 weeks after implementing changes.

Summary

The Stone Protection case demonstrates the importance of precisely defining and measuring the right business goals in Google Ads campaigns. A simple reconfiguration of the conversion system and optimization of ad content brought the company a significant increase in the number of real business inquiries in just a few weeks.

This transformation highlights the value of professional management of Google Ads campaigns. Thanks to our experience and knowledge of best practices, we were able to quickly identify the problem and implement effective solutions that brought tangible business benefits to the client.

Ready to achieve similar results for your company? Contact us to discuss how we can help you optimize your Google Ads campaigns and increase the number of valuable conversions.

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