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Driving More Qualified Leads and Supporting a Record-Breaking Season

Northern Elite Coatings is a London, Ontario-based concrete and epoxy coating company offering epoxy flooring, concrete repair, porch restoration, pool deck restoration, decorative concrete, and other coating solutions.

We began managing Northern Elite Coatings’ Google Ads account in February 2026 with a clear goal: generate more qualified leads, increase traffic quality, and connect the business with more potential customers in the London, Ontario market.

The Challenge

The initial Search campaign generated 8 Thank You Page conversions during its first month. However, the campaign was experiencing higher-than-expected CPC and cost per conversion.

 

Further analysis showed that some keywords were consuming a significant portion of the budget without generating leads, while other relevant keywords were not receiving enough traffic to properly evaluate their performance.

The challenge was not simply generating more traffic. It was making sure the advertising budget was being directed toward the opportunities most likely to generate results.

The Strategy

To improve campaign performance, we took a data-driven approach focused on testing, optimization, and budget efficiency.

Key strategies included:

  • Testing both Search and Performance Max campaigns
  • Launching Performance Max to expand reach across Google’s advertising network
  • Creating a dedicated Search campaign for underutilized keywords
  • Identifying and pausing high-cost keywords that were not generating leads
  • Redirecting budget toward higher-performing, higher-converting keywords
  • Implementing a Maximize Conversions bidding strategy to optimize toward additional conversions

The Results

Through ongoing campaign optimization, the account reached 14 conversions at a $50 cost per conversion, according to the Google Ads performance data included in the case study.

More importantly, the campaign helped Northern Elite Coatings capitalize on increased seasonal demand.

According to the client, this was his busiest and best season yet, with the Google Ads campaign playing an important role in generating new opportunities and keeping the business in front of customers actively searching for concrete and epoxy coating services.

The Takeaway

Successful Google Ads campaigns are not about simply spending more. They require continuous analysis, testing, and optimization to ensure every part of the campaign is working toward the business’s goals.

For Northern Elite Coatings, a combination of strategic campaign testing, keyword optimization, smarter budget allocation, and conversion-focused bidding helped create a more efficient advertising strategy and contributed to an exceptionally strong season.

Better targeting. Smarter spending. More opportunities for growth.