The starting point
Pulidos Rovira is a floor polishing company: a local business that lives on people nearby calling or writing for a quote.
Google Ads had been running for years. The account brought in a steady flow of clicks, around 2,000 a quarter. But very few of them turned into a call or a quote request: around 50 a quarter between 2018 and 2022.
The goal was to get far more quote requests out of the people who were already clicking, and to build a presence in Google Maps and local search, so the business didn’t depend only on ads.
What we did
1. Measure what counts
Before changing any campaign, every way a customer can get in touch was set up as a conversion: calls from the ads, calls from the website, contact forms, and WhatsApp messages. Without that, the account optimizes for clicks, and clicks don’t pay the bills.
2. Rebuild the campaigns around services and areas
- Campaigns split by service, so each ad matched what the person searched and each service had its own budget.
- Location targeting to the real service area, with bids adjusted by zone, so the budget went where the business actually works.
- An ad schedule that matched the phone. Ads ran hardest when someone could answer, so leads didn’t go cold.
- Negative keywords to keep out searches that never become a job: people looking to rent a polishing machine, do it themselves, find work, or just get the cheapest price.
- Call and location assets, so ads showed the phone number and the address right in the results.
3. Landing pages built for local intent
Ads stopped sending people to the homepage. Each service got its own page with photos of real jobs, how the process works, the area served, and clear buttons to call or send a WhatsApp. The pages were built to load fast on mobile, since that’s where most of these searches happen.
4. A Google Business Profile that works
The profile was filled in properly: the right categories, every service listed, and photos of finished jobs. Reviews were requested after each job and answered, and regular posts kept the profile active. That’s what puts a local business in Google Maps when people search nearby, and it brings in calls without paying for each click.
5. Weekly optimization
Every week: review the search terms and add new negatives, move budget toward the services and areas that brought in leads, and keep an eye on the cost per lead. When the calendar was full, campaigns were scaled back rather than paying for leads the team couldn’t take.
Results
Pulidos Rovira’s Google Ads account by quarter, from Q2 2016 to Q4 2026. Blue: clicks (left axis). Red: conversions (right axis). The totals at the top cover the whole account history. My work ran from 2023 to the end of 2025.
Reading the chart quarter by quarter:
- Between 2018 and 2022, the account got around 50 conversions a quarter from around 2,000 clicks.
- In 2024 and 2025, it got around 240 a quarter, from slightly fewer clicks. That’s about 5× the leads, without buying more traffic.
- The share of ad clicks that became a lead went from roughly 2% to roughly 13%.
- The 2023–2025 period alone accounts for roughly half of all the conversions the account has recorded since 2016.
Across the account’s whole history, Google Ads has brought in 91,300 clicks and 4,310 conversions for €63,800, an average of €14.73 per conversion.
What made the difference
- Tracking every lead, calls and WhatsApp included, so the account optimized for customers instead of clicks.
- Campaigns organized by service and area, so the budget went where the business makes money.
- Landing pages for each service instead of sending everyone to the homepage.
- A Google Business Profile that brings in calls on its own, next to the ads.
“Trabajar con J. Cubiró ha sido una experiencia increíble. No solo mejoró nuestro SEO, sino que también optimizó nuestras campañas de Google Ads con resultados medibles desde el primer mes.”