A customer comparing windows, decking or kitchen products has not necessarily chosen a supplier yet. That search is a chance for a local building-products business to enter the decision before it is made.
This summer campaign generated approximately 1,620 website clicks from 20,900 ad impressions, with a 7.71% click-through rate. The advertising was organized around the products customers were researching, giving different buying needs their own place in the campaign.
Sell the relevant product—not the whole catalog at once
Someone planning a kitchen needs a different conversation from someone replacing windows or sourcing deck materials. The campaign separated windows and doors, kitchen and bath, millwork and decking, alongside broader company and competitor searches.
That structure made it possible to review demand by product family. It also gave the marketing a more specific starting point than a single message asking every customer to explore everything the supplier sold.
Reach shoppers while they are comparing options
The report’s search terms included product categories, replacement needs and local supplier searches. These are moments when the business can make its range and expertise visible before a shopper settles on where to buy.
Across the reported summer period, the campaign produced approximately 1,620 clicks. A 7.71% click-through rate means the ads attracted a click on roughly one in thirteen recorded impressions. That is an observed response rate, not a claim about how many people became customers.
Move the campaign toward the inquiry
In August, the campaign objective was adjusted to focus on form completions. The report recorded seven form submissions and eight calls as separate conversion actions.
Those actions are supporting evidence of the next step, rather than the headline of this case. The central strategy was to connect product-specific searches with the supplier, then make inquiries a more explicit optimization goal.
Put your strongest product lines in the right conversations
For a business with several product categories, an advertising plan should reflect how customers shop. The relevant product, a useful destination and a clear inquiry route belong together.
We help businesses structure search advertising around the opportunities they want to pursue, with strategy that connects the campaign to business priorities.
Which products should more customers find you for? Let’s build the campaign around them.
Source: original summer 2024 Google Ads client report. Traffic totals are rounded; conversion actions are not necessarily unique customers. Historical campaign work completed in a prior agency role. Client identity is confidential.
