PROJECT BRIEF
- Industry
- Metal fabrication and custom fences
- Market
- Miami, Florida, USA
- Period
- Feb–Aug 2026
- Work
- Google Ads & lead generation
ScopeGoogle Ads, service landing experience, lead tracking and optimization
Project roleResearch, service-focused campaign structure and conversion journey
01 / THE BRIEF
One service, one focused campaign
The Griffiths Metal Products case study documents the project scope and delivery approach. a focused custom metal-fence campaign that aligns keywords, ad messaging and the landing experience around one high-intent service.
The objective was to make a limited budget work within a competitive Miami market, while keeping calls, forms and contact requests measurable.
The challenge
A broad service offering can spread a small campaign too thin. The account needed a sharper relationship between the search, the ad and the destination page, alongside reliable tracking.
- Focus investment on relevant metal-fence intent.
- Avoid unrelated searches and low-intent traffic.
- Make enquiries easy on mobile through short forms and click-to-call.
02 / THE APPROACH
The decisions
behind the work.
Research local search intent, the buying journey and competitor ads, offers, reviews and keyword gaps.
Refine two service campaigns into one Metal Fence campaign with service-based ad groups.
Target installation, custom, residential, commercial, ornamental iron, aluminum and security-fence terms.
Use service-specific landing messaging, strong CTAs, trust content and a mobile-friendly enquiry path.
Review search terms, negatives, bids, budgets and lead quality weekly, supported by GA4, GTM and CRM tracking.
03 / RESULTS
Results, with context.
Google Ads · February–August 2026. Rounded volumes; cost per conversion as reported in the account.
From February to August 2026, the campaign recorded 44,600+ impressions, 2,610+ clicks, 176+ Google Ads conversions and $19,100+ ad spend. It lists $107.25 as average cost per conversion.
Tracked actions included forms, calls, click-to-call and contact requests. The headline volumes and spend are rounded; the account’s reported cost per conversion was $107.25.
THE TAKEAWAY
On a limited budget, concentrate the campaign around a service and a clear buying intent.
The campaign’s focus made it possible to align a service, its buying-intent keywords, ad copy and the conversion path. The project demonstrates a concentrated acquisition approach rather than a claim that every service should be advertised at once.
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