At Ranklee, we help service-based businesses generate consistent, high-quality leads using proven Google Ads strategies.

One of our clients, a local pipeline cleaning business in Flanders, Belgium, approached us with a common problem: their ads were getting clicks, but most leads were low quality and not converting. Their target audience spoke Dutch, and they needed a campaign that delivered measurable results.

Challenges

The business was facing several issues:

• Low-quality leads

• Low conversion rates

• High CPC due to local competition

• Wasted budget on broad keywords

• Ads were too broad, attracting irrelevant clicks

They needed a focused Google Ads approach that could reach the right audience, improve lead quality, and reduce wasted spend.

Our Approach

We designed a custom Google Ads strategy for the client, focusing on five key areas:

1. Landing Page Optimization:

A strong landing page is critical for turning clicks into leads. We improved the client’s page by:

• Adding a clear and strong Call-to-Action (CTA)

• Making the page mobile-friendly for faster submissions

• Including customer reviews and testimonials to build trust

These changes helped visitors quickly understand the service and take action.

2. Local Targeting:

To maximize relevance, we focused on Dutch-speaking regions and specific cities:

• Targeted high-demand locations in Flanders

• Ran ads in the local language for better engagement

• Set up geo-targeting to reach locations with the highest conversion potential

This ensured the ads reached people most likely to request pipeline cleaning services.

3. High-Intent Keyword Targeting:

We focused on keywords that attract serious customers:

• Used high-intent search terms related to pipeline cleaning

• Added negative keywords to block irrelevant clicks

• Concentrated on search campaigns only, to reach users ready to hire

This approach minimized wasted spend while driving qualified leads.

4. Ad Copy That Converts:

We tested ad copy that highlighted the client’s unique selling points:

• Emphasized “Same-Day Service” and “24/7 Emergency” availability

• Highlighted fast response and local expertise

• Included strong, actionable CTAs

The optimized ads helped increase click-through rates and lead quality.

5. Bidding & Device Optimization:

We analyzed performance data to make smart bid adjustments:

• Increased bids on mobile users, as most conversions came from phones

• Monitored performance and adjusted daily for maximum efficiency

 

Ongoing Optimization Process:

After launching the campaign, we continued to refine it to improve lead quality and reduce costs:

• A/B Testing: Tested multiple ad copies and landing pages to identify what resonated best with the audience.

• Bid Adjustments: Fine-tuned bids based on performance by location, device, and time of day. Allocated more budget to high-performing cities and peak hours.

• Ad Schedule Optimization: Ran ads during peak hours when people were most likely to need immediate pipe cleaning services.

• Negative Keyword Expansion: Added new negative keywords regularly to block irrelevant clicks and refine targeting.

• Geo-Targeting: Focused bids on top-performing regions and adjusted based on local demand.

 

Want More Quality Leads for Your Business?

At Ranklee, we help service-based businesses like yours turn Google Ads into a consistent source of qualified leads.

👉 Contact us today to build a winning Google Ads campaign for your business.