The challenge

Forma Living was generating plenty of leads from search, but too many were unqualified. The sales team spent hours on enquiries that never turned into projects.

Our approach

We rebuilt the Google Ads account around search intent, introduced tighter keyword groups, and matched each cluster with a focused landing page and a clearer offer.

• Intent-based campaign and ad group structure

• Dedicated landing pages for high-value services

• Offline conversion tracking from the CRM

The result

Cost per qualified lead dropped by 41%, and the sales team now spends its time on conversations that are far more likely to close.