Interior furnishing supplier · Google Ads · Local search review · Retail
Local search that turns into calls and direction requests.
A curtains and blinds showroom wanted to know whether their Google Ads were doing anything. The campaign was reaching people outside their area, and it wasn't set up to chase the things that matter to a showroom: phone calls, enquiries and people walking in.
8.3%
Click-through rate
Refreshed local campaign
117
Clicks from local searchers
Refreshed local campaign
7
Call clicks
From ad traffic
8
Direction requests
From ad traffic
What we found
The targeting was broader than the area the showroom actually serviced. Its conversion goals also needed to reflect customer actions, rather than simply collecting clicks. A wider review looked at Google Search, Google Places and AI search visibility.
The strategy
Focus the advertising on local customers and measure the actions that could lead to a showroom enquiry. Connect that campaign work with a prioritised visibility roadmap for search and AI.
What we implemented
- A campaign refresh with targeting tightened to the actual service area
- Conversion goals reset to phone calls and direct enquiries
- A visibility review across Google Search, Google Places and AI search
- A prioritised roadmap setting out the next opportunities
What changed
The refreshed ads achieved an 8.3% click-through rate and brought 117 clicks from local searchers, plus 7 call clicks and 8 requests for directions. The visibility review confirmed a #1 Google Places position and identified where the next gains could come from. Call clicks and direction requests are customer actions, not confirmed calls or showroom visits.
The bigger picture
Local advertising works when it is measured by the phone ringing, not by how many people scrolled past.
Your turn
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