Stonemasonry and outdoor stonework · Bristol, UK
Hypertrail Digital client case study
How a Bristol stonemason filled the diary for months with Google Ads.
The client often had only a few weeks of work booked ahead and wanted more breathing room. Because one suitable stonework project can last for weeks, the goal was a fuller diary—not hundreds of enquiries.
01The problem
Only having a few weeks booked ahead made planning harder.
The contractor already had a successful masonry business. The goal was to secure suitable stonework, walling, patio and paving projects further ahead so the diary felt less uncertain.
02The plan
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.
See exactly what we changed ↓03
The work
What we changed.
Built a clearer project-led website
The site presented stonework services around the projects homeowners were actually considering and made requesting a quote easier.
Focused ads on commercially suitable searches
The campaign prioritised Bristol-area buyers looking for masonry, walling, paving and related stonework.
Measured success by how far ahead the diary was filled
The lead count was checked against project length, value and how much work the team already had booked.
04
The result
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.
05
For your business
What this example could mean for your business.
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.
Use the evidence in your own decision
See how the same checks apply to your campaign.
The case study shows what happened. These guides explain the commercial and technical decisions behind it.
Browse all practical guides →
01Measure real outcomesHow do you make a landing page generate more enquiries?Get the answer →
02Measure real outcomesHow much is a Google Ads lead worth?Get the answer →
03Measure real outcomesShould Google Ads send people to a homepage or landing page?Get the answer →
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