Case Studies / QualGroup
Fixing Lead Quality for QualGroup: 116 Leads at NZ$34 in New Zealand
QualGroup was getting leads from Google Ads, but around 90% of them never turned into customers. An audit and a fresh campaign turned that around on a very modest budget.
The Challenge
Plenty of Leads, Very Few Customers
QualGroup, a cleaning services company in New Zealand, had been running Google Ads for some time and was getting leads. The problem was quality: around 90% of those leads never converted into paying customers.
They didn't need a high volume of leads. They needed fewer, better ones at a sensible cost per lead, on a minimal budget, in a market where every click has to count. So they asked me to take over the account and fix it.
The Approach
Audit First, Then Start Fresh
Finding out where the budget was leaking came before changing anything.
Account Audit
The audit showed a large share of the budget going to generic, informational searches from people looking for information rather than a cleaning service. It also turned up problems with the conversion tracking, along with other issues in the account setup.
A Fresh Campaign
Rather than patch the old setup, I built a new campaign focused on commercial-intent searches, kept the informational queries out, and fixed the conversion tracking so Google was optimising towards real enquiries.
Through the Learning Phase
Within a few weeks the campaign exited Google's learning phase with proper conversion data behind it, and the improvement in lead quality was visible.
Ongoing Optimisation
The account is reviewed and optimised every month, with lead quality and cost per lead as the measures that matter, not raw lead count.
The Results
Straight From the Google Ads Account
Performance of the new campaign since launch.
Why It Worked
More leads aren't the goal if most of them never become customers. Cutting out informational searches and fixing the tracking pointed a small budget at people actually looking to book a cleaning service.
Since June 2026, the new campaign has brought in 116 leads at NZ$33.80 each, on a total spend of under NZ$4,000, and QualGroup now has a good lead-to-sale ratio. They're still a client, and the work is ongoing.
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