Google Ad Lead Generation Campaign

Our team engineered a paid search framework designed to future-proof their acquisition pipeline and unlock predictable ROI. We focused on high-intent, service-aligned search behaviours, deployed precision-built keyword clusters, and built a data-driven campaign architecture that reflected location density, court-type demand, and seasonal buying patterns.

Key pillars of the approach included:

• Intent-first campaign design to maximise visibility for construction, resurfacing, fencing, lighting upgrades, and long-term maintenance packages.
• Tightly segmented ad groups aligned to court types (macadam, artificial clay, polymeric, acrylic, hybrid) to enable hyper-relevant messaging and stronger Quality Scores.
• Conversion-optimised landing pages built to accelerate enquiry velocity with engineered funnel flow, structured trust signals, and rapid mobile performance.
• Automated bid strategies leveraging Google’s smart bidding to capture premium-value enquiries at the optimal cost point.
• Robust negative-keyword governance to eliminate unqualified traffic (jobs, DIY searches, sportswear, tennis academies, etc.).
• Continuous optimisation cycles spanning A/B ad-copy testing, location bid adjustments, and cross-device performance tuning.

Campaign Execution

We launched a multi-tiered campaign structure:

• Construction & Installation Campaign: Targeting private home owners, clubs, schools, and facilities managers searching for end-to-end court builds.
• Resurfacing & Maintenance Campaign: Designed to convert high-intent users looking for upgrades, repainting, new fencing, and long-term servicing plans.
• Brand Protection Campaign: Ensuring Academy Sports owned premium SERP real estate and neutralised competitor bidding.
• Location-Based Campaigns: Prioritising high-value geographies with the strongest propensity to convert.

Each campaign was powered by tailored asset groups, dynamic keyword insertion, and value-centric messaging.