Lead gen case study: 3x more inquiries for a local service provider

Local service providers face a unique challenge in Google Ads. They compete within a geographically limited area, typically work with a modest advertising budget and need every euro to deliver concrete results in the form of quote requests or phone calls. At the same time, this local character offers enormous opportunities: search intent is clear, the audience is well-defined and competition is manageable. In this case study, you will discover how Clima-Active.nl, a company specialising in air conditioning and heat pump installations, tripled its number of quote requests in just 90 days using AI-driven Google Ads.

The starting point: plenty of potential, poor performance

When Clima-Active.nl first approached AdBrains, the company was already running Google Ads campaigns, but the results were disappointing. Campaigns ran on broad match keywords without proper negative keyword lists, bids were managed manually and ad copy had not been updated in months. The result was a high cost-per-lead (CPL), a low Quality Score and a stream of irrelevant clicks from people searching for things like "air conditioning rental" or "second-hand heat pump".

The main pain points at the start were:

• CPL of approximately €68 per quote request, well above the industry average
• Average Quality Score of 4.1 on the most important keywords
• No server-side tracking: conversions were undercounted due to cookie restrictions
• Broad search terms attracting irrelevant visitors
• RSA ads with a POOR Ad Strength score, without recent updates
• No use of remarketing audiences or RLSA segments

The budget was spent each month without generating enough quality leads. The question was not whether Google Ads had potential for this type of business, but how that potential could be systematically unlocked.

Clima-Active.nl results after 90 days of AI optimisation

Google Ads lead gen campaign, local service provider

3x

more quote requests

-41%

lower CPL

+87%

higher CTR

9.2

Avg. Quality Score

The KPI results shown above represent the endpoint of a structured 90-day programme. Below, we explain what that programme looked like and which choices made the difference.

Phase 1: Building the foundation with accurate conversion tracking

The first step in any professional lead gen programme is getting conversion tracking right. Without reliable measurement data, you are flying blind. For Clima-Active.nl, AdBrains implemented a server-side tracking setup using its own sGTM infrastructure. This enriches conversion signals with first-party data, minimising the impact of iOS updates and cookie restrictions.

Enhanced Conversions were also activated, giving Google's Smart Bidding system richer and more accurate signals for every quote request. In practice, this means the Google AI can better learn which search behaviour leads to a genuine enquiry and automatically adjust bids accordingly. Advertisers using server-side tracking and Enhanced Conversions typically see 23% more conversions recorded compared to standard client-side setups.

Phase 2: Rebuilding the campaign structure

With a reliable measurement foundation in place, the campaigns could be rebuilt. AdBrains created a clear separation between brand traffic, generic installation keywords and product-specific terms (air conditioning installation, heat pump placement, etc.). Each campaign received its own budget, its own bidding strategy and its own set of ads.

A crucial decision was the use of the AdBrains Keyword Incubator. New keywords are not placed directly into the production campaign, but are first tested in a separate incubator campaign. Only once a keyword has proven conversions is it promoted to the main campaign. This prevents unproven terms from causing budget waste in the campaigns that need to deliver the most results.

The rebuilt campaign structure looked as follows:

By deploying remarketing audiences (RLSA), visitors who had previously viewed the quote page without submitting a request could be targeted again with a tailored message. This segment typically converts two to three times better than cold traffic, significantly improving overall campaign efficiency.

Clima-Active.nl conversion funnel

From impression to quote request (benchmark after optimisation)

Impressions

Targeted search impressions in the region

Clicks

Average CTR of 9% after RSA optimisation

Landing page visitors

Low bounce due to relevant pages

Quote requests

Conversion rate of 2.8% on quote form

CPL dropped from €68 to €40

The conversion funnel above illustrates how the optimised campaigns perform: of every 100 search impressions, 2.8 ultimately result in a concrete quote request. In the context of local search volume and the average project value of an air conditioning or heat pump installation, this is an excellent result.

Phase 3: Maximising ad quality with RSA optimisation

One of the most underestimated levers in a Google Ads lead gen campaign is the quality of the ads themselves. A high Ad Strength score and relevant, compelling ad copy lower CPC and increase CTR. For Clima-Active.nl, the existing RSA ads had not been updated and carried a POOR status.

The AdBrains RSA improvement system analysed the existing ad copy and automatically generated new variations based on search intent, landing page relevance and competitive messaging. Concretely:

• Headlines focused on local relevance: "Air conditioning installation in [region]", "Installed quickly, comfort immediately"
• Descriptions with a clear CTA: "Request a free quote today"
• USPs integrated: "15-year warranty", "Certified installer", "Response within 48 hours"
• Ad Strength improved from POOR to EXCELLENT within two weeks
• CTR improved by 87% compared to the initial measurement

In addition to the ad copy, sitelink extensions, callout extensions and the location extension were also optimised. Extensions add visual space to the ad and increase visibility in search results, which makes a particularly significant difference for local service providers.

How AdBrains AI automates and accelerates this process

The results achieved by Clima-Active.nl are not coincidental, nor are they the result of intensive manual optimisation. They are the direct result of the AI technology that AdBrains has developed in-house for Google Ads campaign management. Where a manual manager reviews search terms, bids and ad performance weekly or monthly, our AI works daily and entirely on the basis of data.

Automated search term mining checks every search term that generated clicks every single day. Irrelevant terms are automatically detected and added as negative keywords without any manual intervention. For Clima-Active.nl, more than 140 irrelevant search terms were eliminated in the first month alone, making the budget immediately more efficient.

The multi-agent verification system ensures that every optimisation decision, whether a bid adjustment, a keyword change or an ad update, is validated by four independent AI agents before being implemented. This prevents errors and guarantees consistent quality, even at high optimisation speed.

Automatic Target CPA optimisation adjusts the bidding strategy daily based on current conversion volume and the set margin targets. If fewer conversions come in during a particular week due to external factors, the strategy-switch system automatically shifts to a more conservative setting to prevent budget waste, and scales back up immediately when performance recovers.

The audience management automation handles PROD, Incubator and RLSA audiences fully automatically, updated weekly based on current website behaviour. For Clima-Active.nl, this resulted in a remarketing audience that consistently delivers twice the conversion rate of cold traffic. The AI quality score advice system additionally provides concrete improvement recommendations for every ad group based on an automated analysis of the landing page and ad copy, keeping Quality Scores structurally high and CPC structurally low.

Manual management vs. AdBrains AI

Lead gen campaign for a local service provider

Manual management

• Search terms reviewed weekly or monthly
• Bids adjusted manually based on intuition
• RSA ads rarely updated
• Negative keywords added ad hoc
• Budget waste from irrelevant queries
• No automatic audience updates
• Conversion signals limited by browser restrictions

AdBrains AIRecommended

• Daily automated search term mining
• Target CPA bidding continuously steered by AI
• RSA copy auto-improved when POOR status detected
• Negative keywords instantly detected and added
• Keyword Incubator prevents budget waste
• Audiences updated automatically every week
• Server-side tracking for rich conversion signals

The comparison above makes clear why manual management structurally falls short of AI-driven campaign management. It is not just about speed, but also about the depth and consistency of the daily optimisations being performed.

Results after 90 days

After three months of AI-driven campaign management, the results for Clima-Active.nl were impressive. Monthly quote requests had tripled compared to the starting measurement. At the same time, CPL dropped from €68 to €40, a reduction of 41%. The advertising budget was not increased; the existing investment simply delivered far more.

The most striking results at a glance:

• Quote requests: from an average of 18 to 54 per month (+200%)
• CPL: dropped from €68 to €40 (-41%)
• CTR: increased from 3.2% to 5.9% (+87%)
• Average Quality Score: from 4.1 to 9.2
• Irrelevant search terms eliminated: more than 140 in the first month
• Quote form conversion rate: increased from 1.4% to 2.8%

These results were not achieved by increasing the budget, but by spending the same budget more intelligently. That is precisely where AI-driven optimisation proves its value: not spending more, but spending better. This is equally relevant for other local service providers such as LeroyBrouwer.nl, which operates in a similarly competitive local market and can benefit from the same systematic approach.

Key lessons for other local service providers

The Clima-Active.nl case study offers valuable lessons for any local service provider looking to make Google Ads lead generation work seriously. Three universal insights stand out:

First, measurement is the foundation of everything. Without reliable conversion tracking, no informed decisions can be made. Server-side tracking and Enhanced Conversions are not a luxury but a necessity for any serious lead gen account.

Second, campaign structure determines efficiency. A clear separation between production campaigns and test campaigns (via the Keyword Incubator), combined with targeted remarketing, creates a systematic approach that structurally reduces budget waste.

Third, ad quality is a direct cost saving. A higher Quality Score lowers CPC and improves position in the auction. Investing in RSA optimisation and relevant extensions is not a cosmetic exercise; it directly affects the efficiency of every euro invested.

FAQ: frequently asked questions about lead gen via Google Ads

How long does it take for a Google Ads lead gen campaign to perform optimally?

Most campaigns need a learning period of four to eight weeks. During this period, the Smart Bidding system collects enough data to effectively steer the Target CPA bidding strategy. For Clima-Active.nl, the first significant improvements were visible after six weeks, and after 90 days the full results had been achieved. A good tracking setup and a sufficient conversion rate (at least 30 to 50 conversions per month per campaign) significantly accelerate this learning process.

What is a realistic CPL for a local service provider in the installation market?

This varies widely by industry, region and level of competition. For air conditioning and heat pump installers in the Netherlands, a CPL of €35 to €60 per quote request represents a healthy benchmark for well-optimised campaigns. Clima-Active.nl was well above that average at the start and was able to return to an efficient level with AI optimisation. Always consider the relationship between CPL and average project value: a quote with an average order value of €2,500 to €5,000 can easily justify a CPL of €40 to €60.

Is Performance Max suitable for local lead gen campaigns?

Performance Max (PMax) can work for local service providers, but requires good guidance and sufficient conversion data. PMax automates placement across all Google channels, which with a limited budget can quickly lead to diffuse reach. For most local lead gen accounts, we recommend starting with targeted Search campaigns and only adding PMax later as a supplement, not as a replacement. AdBrains automatically monitors PMax campaigns for conversion efficiency and switches back to Search if results underperform.

How does the AdBrains Keyword Incubator work exactly?

The Keyword Incubator is a separate campaign within the Google Ads account that safely tests new keywords before they are moved to the production campaign. New keywords start in the incubator on broad match with a lower bid. The AdBrains AI monitors daily whether these keywords are generating conversions. Once a keyword reaches a minimum threshold of proven conversions, it is automatically promoted to the production campaign on phrase match or exact match. Keywords that have not generated conversions after sufficient impressions are paused. This system prevents unproven keywords from consuming the budget of well-performing campaigns.

What makes AI-driven lead gen structurally better than manual campaign management?

The key advantages of AI-driven campaigns over manual management lie in the speed, consistency and depth of optimisations. A manual manager can review campaigns weekly or bi-weekly. The AdBrains AI optimises daily: search terms are screened every day, bids are continuously adjusted based on live conversion data and ad copy is automatically improved the moment Ad Strength drops. The multi-agent verification system also acts as an additional safety net, with every decision checked by four independent agents before execution, eliminating the risk of damaging changes.