70% increase in leads

AVS Decorators is a team of painters and decorators operating across the Midlands. It offers both domestic and commercial decorating services, so its enquiries come from householders and from businesses. Painting and decorating is a trade where reputation still travels by word of mouth, but a good share of new work now starts with someone searching on their phone for a decorator near them. A homeowner planning a repaint, a landlord getting a property ready to let and a manager looking after an office all type much the same thing into Google, and they often ask more than one firm for a price.

Decorating is also a crowded local market. Many firms offer similar work, and the person searching is usually comparing a handful of names rather than choosing the first one they see.

Serving both homes and businesses adds a further wrinkle. A domestic job and a commercial contract differ in size and are won in different ways, so the advertising has to attract the right kind of enquiry rather than any enquiry at all. A team of decorators can only take on so much work at once, which is why the quality of a lead matters as much as the number of them.

For a trade business, a lead is a request for a quote, and every contract starts as one. That makes the number of leads Google Ads brings in, and what each one costs, the figures that decide whether the advertising is worth paying for.

AVS wanted to grow the business and expand further, and asked DPOM to help it increase the number of leads coming in. Google Ads suited that aim because it puts a business in front of people at the point they are looking for the service, and it shows what each enquiry costs. For AVS, that gave a clear way to judge whether the advertising was paying for itself as the business looked to take on more work.