Nearly tripled the leads and doubled the conversion rate in Switzerland
Elb is a plumbing & heating company serving customers across Switzerland — installation, repair and heating work. The demand is local and intent-driven: people search when something breaks or needs fitting, and they choose quickly. Google Ads puts Elb in front of that demand, but clicks only turn into work when the landing experience matches the search.
The challenge
Elb wanted more leads from Google Ads — and, just as importantly, a landing experience that converted a higher share of its clicks. Traffic was coming in, but too much of it bounced, and cost per lead was higher than it needed to be for a local, high-intent service.
- Increase qualified lead volume across Switzerland
- Lift the share of clicks that convert into leads
- Lower cost per lead
- Match ads and landing pages to local service intent
Our strategy
Intent & geo restructure
Rebuilt campaigns around service intent (installation, repair, heating) and Swiss geography, so every franc of budget chased ready-to-buy local searches.
Landing pages & CRO
Reworked landing pages and forms so more of the same traffic converted — the main driver behind the doubled conversion rate.
Conversion tracking
Tightened conversion tracking so optimization followed real leads, not raw clicks.
Bid & negative discipline
Optimized bids and negative keywords for lead quality, keeping cost per lead falling even as volume grew.
The result
Leads grew +192% and the conversion rate doubled (2×), while cost per lead fell 37% across Switzerland — last 90 days vs the prior 90.
Key takeaways
Conversion rate is a growth lever, not just an efficiency one — doubling it nearly tripled leads without doubling spend.
For local trades, the ad-to-landing-page match is where most paid budgets quietly leak.
Geo + service-intent structure keeps spend on ready-to-buy searches.
Optimize for leads, not clicks, so the account chases what the business actually needs.
Tools & stack
Increase sales without wasting ad spend
Our eCommerce specialists help brands improve conversion rates, boost retention, and generate more revenue from every marketing dirham.
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