The starting point
A new Performance Max campaign on £2 a day covering Oxford and Swindon. The website didn’t yet have the Google tag, so calls and quote requests weren’t being recorded, and every service shared the homepage.
Before and after
| Area | Starting point | Now |
|---|---|---|
| Campaign type | Performance Max (reach across Search, YouTube, Display, Gmail and Maps) | Search campaign on Google Search |
| Locations | Oxford and Swindon, wide reach setting | Oxfordshire, Wiltshire and Swindon, people located there |
| Keywords | Search themes | 47 exact and phrase keywords in 2 ad groups (bathroom fitters, tilers) |
| Exclusions | None yet | 50 phrases excluded (jobs, courses, DIY, retailers, other counties) |
| Conversion tracking | Not yet set up on the website | Google tag with Consent Mode; quote-form and phone-click conversions |
| Ad assets | Business name to update, no call or sitelink assets yet | Call asset, 6 sitelinks to service pages, 6 callouts, structured snippet |
| Landing pages | Homepage for all services | Homepage for bathrooms, dedicated tiling page for tiling searches |
| Budget | £2 a day | £3 a day with a £3 click cap |
Why a Search campaign here
Performance Max is designed to find customers across all of Google’s channels, and it shines with a bigger budget and plenty of conversion data. At £3 a day and with tracking only just added, a Search campaign lets every pound go on people typing “bathroom fitters swindon” or “bathroom tilers near me”, and shows each search term so the campaign improves week by week. As conversions build up, we can revisit Performance Max.
The website and SEO work
- Google tag with Consent Mode v2 and a cookie banner, so conversions are recorded with consent.
- A conversion for the quote form and one for taps on the phone number.
- Location pages for Swindon, Oxfordshire, Wiltshire and tiling, each with its own sitelink.
- Search Console verified and sitemap submitted, so the free results grow alongside the ads.
Results
Added after the first 4 weeks. Check back, or ask for the report by email.