Enviroleak
A specialised leak detection and remediation business
Enviroleak is a specialised leak detection and remediation business operating in a field where the competition is intense, and the cost of attracting the right customers increases year after year. The company relied on Google Ads to supply a steady flow of enquiries, yet the real signals of value lived in their CRM system, which recorded outcomes like qualification, quotes, signed contracts. If Google Ads could understand which of these signals matured into profitable leads, spend could be directed toward the users most likely to become paying customers. We needed to help them totally transform their Google Ads strategy in this way, not just to optimise, but to revolutionise their campaign efficiency, all without spending a single extra euro.
Enviroleak’s industry has been marked by constantly increasing Cost Per Clicks (CPCs). While their Google Ads successfully generated initial leads (form submissions and calls), the actual qualification, quoting, and contract signing process was hidden within their CRM. This costly data gap resulted in two things: inefficient ad spend directed toward high-cost keywords or generic user queries that consistently failed to convert into valuable business, and stagnant performance that led to a levelling off of campaign efficiency. It was clear that the Google Ads platform lacked critical performance visibility, preventing it from effectively steering budget toward truly profitable customer acquisitions.
We implemented offline conversion tracking to integrate Enviroleak’s CRM directly with Google Ads, matching the initial Google Click IDs (GCLIDs) to the final, high-value CRM event, specifically “Signed Contract.” This strategic move injected real-world profitability data into the Google Ads platform, instantly shifting the optimisation target from "generate a cheap lead" to "find a profitable customer." Execution: AI-driven keyword & creative strategies The flow of confirmed, high-value conversion data empowered Google’s machine learning (AI) to act as a precision profitability engine, eliminating manual guesswork and maximising the impact of every click. AI keyword refinement with surgical precision We leveraged AI to perform deep analysis on Enviroleak’s CRM data, scoring every search query based on its ultimate profitability. The AI immediately red-flagged generic, high-volume keywords (like "leak repair cost") that cost a fortune but delivered 'tire-kicker’ leads. In response, we tweaked the system to aggressively prioritised hyper-specific, high-intent long-tail queries (e.g., "thermal leak detection specialist Dublin") that signalled a near-certain sale, allowing us to bid premium amounts only on the most valuable traffic. AI-driven ad copy for higher intent We shifted the focus of ad copy testing entirely to post-click conversion value. The AI analysed the language used by the highest-paying customers in the CRM data to help craft ad copy variations that resonated with decision-makers. We moved away from generic offers and prioritised messaging around technical expertise, specialised equipment, and warranty assurances which ensured that every impression was reaching a truly qualified lead. Value-based targeted bidding Campaigns were switched to target maximum conversion value, instructing the system to win auctions only when the historical data suggested a high likelihood of that click becoming a profitable contract.
Qualified conversions increased by 143%. The CRM’s “Signed Contract” data revealed a dramatic rise in users whose behaviour aligned with valuable outcomes. Cost per acquisition fell by 58%. Optimisation guided by real revenue signals enabled the system to acquire profitable customers at significantly lower cost. Total spend remained unchanged. All gains were achieved within the existing budget, even in a category where CPCs continue to rise. Enviroleak now operates with a paid search strategy that reflects the true value of every customer — all at no extra spend. By integrating CRM insight into Google Ads and grounding optimisation in revenue outcomes, the business has gained a more dependable source of high-value demand without increasing financial pressures. And now, their campaigns continue to evolve as their offline conversion tracking data compounds, giving them a far stronger footing in one of the most competitive sectors in the home-services market.
