Case Study
Jostec
Building Compliance Specialists
From unreliable leads to a 12.5% click-to-qualified-lead rate, the highest in our portfolio.
Hear it from Adam at Jostec
The Situation
Jostec offers 11 building regulations compliance services across England and Wales, but Google Ads wasn’t delivering reliable leads. Results were inconsistent and there was no way to measure what was working.
What We Found
- No clear campaign strategy for different service types. SAP calculations and noise assessments were lumped together despite being fundamentally different markets.
- Budget spread thinly across services that weren’t converting, diluting spend from areas showing real promise.
- No precision tracking in place, making it impossible to tell which leads were quotable or what each enquiry was worth.
What We Did
- Built dedicated campaigns for each service with separate landing pages, keyword strategies, and bidding approaches.
- Installed Pleon’s Precision Tracking to qualify every lead, separating quotable enquiries from tyre-kickers.
- Refined negative keywords, match types, and bids on a fortnightly cycle, removing waste and promoting converting terms.
The Results
Click-to-lead rate
Before: Unmeasured
12.5%
SAP campaign CPA
Before: Untracked
£86
Noise campaign CPA
Before: £485
Under £100
Cross-sell revenue
Before: Not tracked
£6,000+/month
The account is now our gold standard: the highest-performing Google Ads account we manage, with room to scale at just ~15% market share.