Impress Blinds had a cracking service and solid reputation, but their Google Ads campaign was a bit of a money pit. They were paying £67.44 for every lead, and getting fewer quality enquiries by the day. That’s when they found Soudcoh on TikTok and reached out. Vaishnavi was the one who jumped in and led the whole project.
Straight off the bat, she spotted something big: the landing page didn’t even have a way to convert visitors into leads. First thing she did? Fix that.From there, she rolled out a full strategy—landing page fixes, keyword research, better ad copy, and ongoing tweaks focused on boosting Google Ads Quality Score and CTR. The goal? Lower costs, better leads.And it worked. Hard.T
The cost per conversion dropped like a stone from £67.44 down to just £24.12. That’s a 63.97% decrease, all while sending high-quality leads their way. For a local blinds business, this was a massive digital win.
The Problem: High Costs, Low Efficiency
When Impress Blinds first came to Soudcoh, their PPC campaigns were running on fumes. They had budget, but the setup was holding them back.
No Clear Conversion Setup
Their landing page didn’t have any conversion tracking set up. That meant visitors were clicking on ads but not taking action—and no one could tell why. Without a form, button, or tracking tool in place, it was like fishing with no bait.
Weak Keyword Targeting
Their ads were showing up for the wrong searches. They were bidding on broad, generic keywords instead of the specific search terms people actually use when they’re ready to buy blinds. That meant heaps of clicks, but not much value.
No Ongoing Optimisation
Once the campaign went live, it just sat there. No regular updates, no testing, no adjustments. Google rewards activity and relevance—without it, Quality Scores tank, CPCs rise, and results dip fast.
So Vaishnavi stepped in and rebuilt the entire thing from the ground up strategy, structure, and spend.
Strategic Overhaul: From Costly to Cost-Effective
This campaign wasn’t about adding more spend it was about making every dollar work harder.Vaishnavi started with the core issues, sorted those fast, and then built a lean, clever strategy around Google Ads best practice and conversion-focused design. Here’s how she did it:
Landing Page Optimisation
First up, the landing page got a total refresh. Clear calls-to-action were added, mobile experience improved, and key contact points made easy to find. This helped turn visitors into leads straight away.
Keyword Analysis
She used search data and competitor analysis to find high-intent keywords terms like “custom blinds near me” and “window shutters quote”. These brought in buyers, not browsers.
Boosting Quality Score
Google rewards relevance, so the ads, keywords, and landing pages were all aligned. Better Quality Score meant lower costs per click, better ad positions, and more exposure for less spend.
Ongoing Testing & Tweaks
Nothing was left on autopilot. Weekly reviews, new ad variations, and bid adjustments helped squeeze more results from the same budget.
The result? A smoother, smarter system that performed week after week.
Solutions: Implementing Effective Changes
The following solutions were pivotal in achieving the campaign's success:
Conversion-Friendly Landing Page
She added proper tracking and strong call-to-action buttons that actually encouraged users to enquire. More leads, less confusion.
Sharp Keyword Targeting
Focused only on high-intent search terms to attract people ready to buy. This cut out wasted clicks and improved ad relevance.
Quality Score Focus
She restructured the ad groups, fine-tuned the copy, and synced keywords to the landing page lifting Quality Scores and bringing down CPCs.
Always-On Optimisation
Weekly reviews meant the campaign kept improving. If something underperformed, it was swapped out. No set-and-forget nonsense here.
These solutions collectively contributed to a more efficient and cost-effective campaign.
Results That Speak for Themselves
This campaign was all about smart moves that made a big impact. The numbers say it all:
63.97% Drop in Cost Per Conversion
From £67.44 down to £24.12. That’s more leads for less—and better return on every ad dollar.
Higher Quality Leads
Leads coming through were more likely to convert into paying customers—because they were better targeted in the first place.
Improved CTR and Ad Rank
Click-Through Rates rose as ads became more relevant. That meant more people clicking, without increasing spend.
Strong Quality Score Gains
Most ad groups ended up scoring 8–10. Google loves that, and rewards it with lower costs and better results.
This wasn’t just about fixing ads—it was about building a system that keeps delivering.
What We Learned from the Strategy
The campaign offers several valuable insights:
Fix Your Landing Page First
If your page can’t convert, your ads won’t matter. Always start with the destination.
Don’t Guess Your Keywords
Use real data and think like your customer. Focus on intent, not volume.
Quality Score Is Gold
Google wants to show helpful, relevant ads. Give it what it wants and you’ll pay less and get more.
Key Lessons from the Campaign
Reflecting on the campaign's execution reveals key takeaways:
Small Tweaks, Big Wins
The difference came from consistent little changes not flashy hacks or bloated budgets.
Always Be Optimising
No campaign stays perfect forever. Keep testing, learning, and adjusting.
Work Smarter, Not Harder
It wasn’t about spending more it was about spending smarter. That’s what got the results.
What’s Next for Impress Blinds?
To build on this success, we’re planning to:
Test Local Campaigns
Dial in even tighter on specific regions to bring in more high-value local leads.
Personalised Content
Develop tailored messaging to engage different audience segments.
Roll Out Retargeting
Bring back warm leads who didn’t convert first time with smart follow-up ads.
These strategies aim to sustain and enhance the campaign's performance over time.
Conclusion
This case study shows just how powerful a well-run PPC strategy can be—especially in a competitive space like blinds and shutters. Vaishnavi didn’t throw more money at the problem, she built a smarter system.
Impress Blinds went from high spend and low results to efficient, consistent lead generation with a cost per conversion that dropped by 63.97%.
If you're a home improvement brand, blinds retailer, or run PPC for window treatment businesses, take note: good strategy always beats big spend.
Everything we do revolves around strategy. We design and execute strong, impactful campaigns that align with your business goals, ensuring powerful and effective results. Browse our evolving collection of case studies.
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