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When North Arch Bathrooms came to us at the start of Q4 2025, they’d already invested in Google Ads, but managing campaigns in-house had delivered inconsistent performance and too many low-quality enquiries.
The challenge
Increase lead quality while improving overall efficiency, without simply “spending more” to get there.
What we did
To attract higher-intent customers, we rebuilt their audience strategy and tightened targeting around people most likely to be in-market for a bathroom project:
- Competitor-intent targeting: We created custom audience segments that enabled bidding on users who had recently visited competitor websites, capturing demand at the moment they were actively comparing options.
- Customer Match + lookalike expansion: We used qualified Customer Match lists to help Google find users with similar behaviours and intent to North Arch’s best existing leads.
- Smarter spend allocation: With clearer audience signals, budgets could be weighted toward higher-performing segments, reducing wasted clicks and lifting conversion performance.
The results
The impact was immediate and measurable:
- +74% clicks
- +115% conversions
- -25% cost per click
The takeaway
By shifting the focus from broad reach to high-intent audiences, North Arch Bathrooms didn’t just get more traffic, they got more of the right people at a lower cost.