In this post, I will share how we successfully generated 47 leads in the initial 30 days of a fresh asphalt paving campaign for a contractor on the east coast. Let’s dive in and take a look at the case study.

This particular Google Ad campaign kicked off on July 18th and we will look at the results up until August 16th. The daily expenditure amounted to $125, with ads running from Monday to Saturday. Impressions for the month exceeded 7,000, and the search impression share nearly hit 48%, indicating room for budget growth.

The campaign got 271 clicks with a click-through rate of 3.5%. The average cost-per-click (CPC) settled at $8.66. This resulted in 47 conversions with an average cost-per-conversion or cost-per-lead (CPL) of $49.92. The conversion rate held at a very solid 17.34%. The total ad spend for this period was $2,346.22.

Now, let’s delve into the ad groups, and keywords, and take a closer look at the actual leads themselves.

Looking at the ad groups we can see that the client asked to turn off the sealcoating and hardscaping ads and focus solely on paving. The top-performing ad group was asphalt paving, yielding 21 conversions with a CPC of $47 and a conversion rate of 18%.

Examining the keywords driving the most leads we find:

• “paving near me”
• “driveway paving”
• “asphalt driveway”
• And more.

The biggest contributor was the phrase match keyword “paving near me” generating a total of eight leads at a cost-per-lead of $31 and a conversion rate of 25%.

Next, let’s see how the leads were distributed across the three distinct conversion events. We got 19 lead form submissions, 20 calls via the call tracking number on the landing page, and 8 calls from the call extension.

If you’re an asphalt paving or seal coating contractor interested in running this exact same Google Ad campaign we can set one up for you within 24 hours and you can start receiving leads within the first 24 to 48 hours. All you need to do to get in touch is visit the contact page here on our website. If you’re an agency seeking white label ppc services please reach out.