This custom furniture and upholstery store had been running Google Ads for a year, but the account was attracting the wrong searches and producing very little response. In the month before we took over, it generated two leads at an average cost per lead of $832.05.
We rebuilt the paid-search side of the Local Growth Engine around product fit, search intent, negative keywords, clearer ad messaging, and conversion feedback. By March, the documented account result was 70 conversions at an average cost per lead of $22.65.
Industry: Custom furniture and upholstery
Starting point: Five existing Google Ads campaigns
Documented comparison: Two leads before management versus 70 conversions in March
Engine components: Account diagnosis, paid demand, waste control, messaging, and conversion feedback
The growth constraint
The account was paying for searches from people looking for clothing fabric rather than furniture and upholstery services. Broad terms such as "designer fabrics" sounded relevant on the surface but brought in the wrong audience.
Only 15 negative keywords were in place, so the campaigns had very little protection against unqualified clicks. The account already had traffic. It needed a much tighter connection between what the store sold and what the searcher actually wanted.
How we applied the Local Growth Engine
We audited the search history, rebuilt the keyword plan around specific products and services, and narrowed the account to 38 keywords with clear buying intent. We also added several hundred negative keywords to block clothing-related searches and other traffic that did not fit the offer.
The new ad copy emphasized the store's years of experience and its custom furniture and upholstery expertise. After launch, we watched conversion volume and cost per lead so the account could keep moving toward the searches that produced real inquiries.
How the components supported each other
Negative keywords removed obvious waste. More specific keywords improved the match between search intent and the store's services. Clearer ads set the right expectation before the click. Conversion feedback showed which parts of the rebuild deserved more budget and attention.
The documented results
- Before management: two leads at an $832.05 average CPL
- March result: 70 tracked conversions at a $22.65 average CPL
- Account cleanup: 38 focused keywords plus several hundred negative keywords
Measurement note: The source uses "leads" for the baseline and "conversions" for the March result without preserving the original conversion definition. These figures do not establish qualified leads, store visits, customers, or revenue.
What this case shows
The account improved when every part of the paid-search system had the same job: reach people looking for the store's actual services and use conversion feedback to keep reducing waste.
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