Stonemasonry and outdoor stonework · Bristol, UK
Public website projectHow 22 enquiries helped a Bristol stonemason fill a months-long project diary.
Twenty-two enquiries can look small in a spreadsheet. For a stonemason whose projects last weeks or months, it can be more valuable than hundreds of weak leads.
01The business problem
The business needed enough right-sized projects—not maximum lead volume.
The contractor already had a successful masonry business. The goal was to fill the diary further ahead with custom stonework, walls, patios and paving projects capable of supporting a healthy return.
Why Google Ads fitted specialist stonework
People generally search when a real property project is taking shape. Google allowed the campaign to meet that intent instead of trying to manufacture casual interest in a high-consideration service.
02
What actually changed
No magic switch. Specific work.
Built a clearer project-led website
The site presented stonework services and enquiry routes around the work homeowners were actually considering.
Focused ads on commercially suitable searches
The campaign prioritised Bristol-area buyers looking for masonry, walling, paving and related stonework.
Judged performance by diary value
The lead count was assessed against project duration, profit and how far ahead the team was already committed.
03
The evidence
Low volume was not a weakness in this account.
Across the active campaign periods, £1,319.54 of spend produced 22 recorded conversions at £59.98 each. The advert click-through rate was 9.69% and the recorded conversion rate was 3.12%. The business reports that the diary filled months ahead, after which advertising paused.
04
Useful if this sounds familiar
What another business can take from it.
Lead value changes the benchmark
A £60 enquiry can be excellent when the resulting project occupies a skilled team for weeks.
Small numbers still tell a story
The right denominator is business capacity and booked work, not a generic target for monthly leads.
Pause when the diary is full
The campaign ended because additional demand was no longer useful at that moment.
See it for yourself
View the finished website ↗Open the finished website.
The case study explains the thinking. The live site shows how the finished work actually feels to use.
Make this about your numbers
Tell Graeme what is not working.
No generic strategy deck. Give him the business, the market and the blockage; he'll tell you the first thing he would investigate.