CASE STUDY / GOOGLE ADS / BUILDING SUPPLY
Google Ads for a building supplier with many locations: every yard gets its own scoreboard
After a merger, a Fortune 500 building supplier needed calls and quote requests from markets that didn't know its name, and its ad accounts couldn't count a single one. Running Google Ads location by location changed that.
~10,600
Qualified calls (60+ seconds) and quote requests in about ten months, in accounts that started at zero
~$200K
Orders placed or paid for on the phone, from calls from the ads in the same ten months. A floor: priced on 214 of 577 sold calls (AI-reviewed, not order data)
28
Locations live, each with its own Search and Performance Max campaigns and its own lead count
What is in the case study
Why the old accounts reported impressions and clicks as conversions, and what changed once 60-second calls and quote requests were the only things counted.
Why the company started over in ad accounts it owns, and tested four platforms before narrowing to Google Ads.
The location-by-location setup: one Search and one Performance Max campaign per yard, plus manufacturer co-brand campaigns where they matter locally.
How reviewing the calls showed about $200,000 in orders closed on the phone, and about $250,000 more in quotes with a committed next step.
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