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Vista Fencing partnered with Ruby Digital after previous Google Ads activity failed to generate meaningful business results. While the business had invested in paid search, the campaigns were not delivering a consistent flow of qualified enquiries, making it difficult to establish Google Ads as a reliable lead generation channel.
The objective of the engagement was twofold: increase brand visibility within the competitive fencing market and generate a sustainable volume of high-intent enquiries that could convert into quote requests and direct sales opportunities.
A new Google Ads account was created as part of the engagement, providing no meaningful historical performance data on which to base strategic decisions. The initial phase therefore focused on establishing accurate conversion tracking, identifying high-performing search terms, testing messaging across campaign types, and gathering sufficient data to inform future optimisation. This foundation enabled a structured, data-driven approach to account growth over the following six months.
Limited Historical Performance Data
Unlike established Google Ads accounts that provide historical benchmarks and seasonal trends, Vista Fencing’s account offered limited insight into how demand fluctuated across the market. This meant strategic decisions around targeting, messaging, and budget allocation needed to be validated through live campaign performance rather than existing account data.
Balancing Brand Awareness with Lead Generation
One of the key challenges was finding the appropriate balance between generating immediate enquiries and building long-term brand visibility. While Display campaigns played an important role in increasing awareness, spending needed to be carefully managed to ensure sufficient budget remained available for high-intent Search campaigns focused on conversions.
With limited historical data available, the account was closely monitored throughout the initial months to establish performance benchmarks and identify emerging trends.
To gather meaningful insights across the customer journey, budget was initially distributed evenly between Search and Display campaigns. This approach allowed Ruby Digital to evaluate the contribution of both demand-capture and brand-awareness activity before making significant allocation decisions.
As performance data accumulated, budget allocation was progressively refined based on campaign efficiency and conversion contribution. Greater investment was directed towards the search campaigns to generate qualified enquiries, while ongoing adjustments to targeting, audience signals, and ad messaging ensured that spend remained focused on the highest-value opportunities.
This phased optimisation approach allowed the account to transition from data collection and testing into a more mature lead-generation framework capable of delivering consistent results.
33% Increase in Conversions
Over the six-month period, conversions increased by 33%, enabling the account to reach the client’s lead-generation objectives. This improvement was driven by ongoing audience refinement, data-informed budget allocation, and continual optimisation of campaign targeting. As the account continues to mature, further optimisation is being implemented to improve consistency and scalability.
50.15% Increase in Clicks
Brand awareness activity delivered a 50.15% increase in clicks over the six-month period, significantly expanding Vista Fencing’s visibility across its target market. This growth indicates a larger volume of potential customers engaging with the brand and entering the consideration phase of the buying journey.
43.92% Improvement in Click-Through Rate
As traffic volumes increased, maintaining engagement quality became a key priority. Through continual refinement of ad copy, audience targeting, and keyword strategy, click-through rate improved by 43.92% over the six-month period. This demonstrates that growth in visibility was accompanied by stronger audience relevance and more effective messaging.
