Reviving lead quality for a Welding Service through manual Google campaigns and website reconstruction

The welder offered both mobile on-site welding services and larger workshop projects, supported by a small team capable of handling different welding types. However, the website barely described the services, mentioning only “welding” without specifying any actual welding types or capabilities. At the same time, the existing Google Performance Max campaign had stopped optimizing effectively, even after months of strong initial conversion data. Lead quality began to drop because the campaign targeted broad, irrelevant intents, and the lack of service segmentation caused ads to appear for the wrong queries. The business had strong potential, but neither the website nor the campaign structure reflected the true scope of services offered.

After thoroughly reviewing the account and the website, I identified three core issues: Performance Max was not providing the control or transparency needed for a local service business; the website failed to communicate essential welding details such as TIG/argon welding, MIG/MAG welding, stainless steel welding, aluminum welding, and mobile on-site availability; and search intent was not being filtered correctly, leading to wasted budget on irrelevant leads. To solve this, I proposed a complete overhaul: transitioning from automated Performance Max to fully manual Google campaigns, rebuilding the website to clearly display all welding services, and creating service-specific landing pages designed for higher relevance and better conversions.

The strategy quickly produced a dramatic turnaround. Within the first two weeks, the conversion rate on the website increased from around 1% to about 5% for people who landed on the site and contacted the welder directly through the website form or phone button. However, this number does not include people who called directly from the Google ad itself or those who dialed the number while viewing the site on desktop — actions that Google cannot track as website conversions. When we include those calls as well, the real conversion rate is estimated to be between 10% and 15%. In other words, once all calls and inquiries are counted — not only the ones Google tracks — 10 to 15 out of every 100 visitors became real leads. Overall lead volume increased while keeping the exact same budget, and lead quality improved significantly, with inquiries coming from people who knew exactly what welding service they needed.

By replacing Google Performance Max with precise manual campaigns and rebuilding the website to showcase the full range of welding services, I transformed both lead volume and lead quality without increasing ad spend. The welder went from inconsistent, low-quality leads to a steady pipeline of high-intent customers who understood the services offered and were ready to hire. This combination of clearer service communication and controlled targeting created a sustainable, highly efficient lead generation system.