Google Ads Case Study for Bathroom Renovation BusinessTurning High-Ticket Renovation Searches Into Quote Requests

A full bathroom renovation in Canada is a high-value project, so a single signed job can be worth many times the cost of the leads that produced it. That is why paying close to $100 for a qualified quote request can still be very profitable for a renovation contractor.

The catch is that the word "bathroom" attracts a huge amount of low-intent traffic. People search for vanity prices, tile ideas, DIY guides and big-box store products far more often than they search for a contractor. The campaigns need to filter those out from the first day.

• 328 clicks from Google Search
• 16 conversions, meaning quote requests and calls from people interested in a renovation
• $95.69 average cost per conversion
• $1.53K total ad spend for the month
• Roughly 1 in 20 clicks turned into an enquiry

• Keywords focused on hiring intent, such as bathroom renovation, bathroom remodel contractor, bathroom renovation company and shower renovation, combined with the cities the company serves
• Canadian search wording used throughout, since homeowners in Canada more often search for "renovation" or "reno" than "remodel"
• Location targeting limited to the real service area, with presence-only targeting so ads reach people who live there
• Separate ad groups for full bathroom renovations, shower and tub conversions, and small bathroom or ensuite updates
• Ads written around free quotes, in-home consultations, licensed and insured trades, and warranty on workmanship

A shared negative keyword list stopped ads from showing for searches that rarely become customers, including DIY and how-to searches, product and fixture searches such as vanities, toilets and tiles, big-box retailer names, design-inspiration searches, and job or apprenticeship searches. The search terms report was reviewed every week to keep adding new ones.

• Quote-form submissions tracked only on a confirmed submission, through Google Tag Manager
• Calls from ads and calls from the website counted as conversions after a minimum call length
• Enhanced Conversions for Leads used so enquiries still match back to the ad click when cookies are limited
• Cookie consent respected for visitors, in line with Canadian privacy expectations

Once quote requests are flowing reliably, the next step is to report back which enquiries became booked consultations and signed projects. Importing those outcomes into Google Ads lets bidding favour the searches that produce real jobs, not just form fills, which usually matters a lot in a high-ticket trade like bathroom renovation.