REAL CLIENT · REAL NUMBERS · GOOGLE ADS
How a local service business turned £843 of Google Ads spend into 67 new customers and an estimated £24,280-£39,700 in service revenue.
Results relate to this specific campaign and market. Advertising returns vary by demand, conversion rate, pricing and available search volume.
By John JB Russell · Digital Womble
£843
Google Ads spend
Total advertising media spend
£24.3K-£39.7K
Estimated service revenue
Documented estimate from campaign customer and service-value data
29x-47x
Return on ad spend
Estimated service revenue per £1 of ad spend
67
New customers
£12.58
Customer acquisition cost
£400-£650
Average service value
For every £1 spent directly on Google Ads, the business generated approximately £29-£47 in estimated service revenue.
That is the key commercial measure in this case study: not simply how cheaply we generated a lead or customer, but how much estimated service revenue came back from the advertising investment. That is the return on ad spend.
£1
Ad spend
£29–£47
Service revenue
Google Ads is not about buying cheap clicks. It is about acquiring profitable demand.
In this campaign, £843 of advertising generated 67 new customers and an estimated £24,280-£39,700 in service revenue.
That equates to approximately £29-£47 in estimated service revenue for every £1 spent on Google Ads.
The £12.58 customer acquisition cost reflects the efficiency of the campaign: £843 in advertising spend across 67 attributed new customers.
For context, the average service value for this business was approximately £400-£650. This is reported separately from the revenue estimate, which is based on documented campaign customer data rather than a simple multiplication of customer count by average service value.
We did not optimise the account simply for clicks or low CPCs.
We focused on the complete commercial journey:
That means excluding irrelevant searches, concentrating spend on high-commercial-intent queries, improving the booking journey and tracking real customer actions rather than vanity metrics.
Most Google Ads accounts are discussed in terms of clicks, CPC and impressions. We built this local service business case study around customers and commercial return.
We built the account around the terms real customers use when they are ready to book.
We blocked every search that would never convert. No wasted spend.
We started small to find what works. Then scaled what performed.
The proof? We left the account alone for the last 30 days. No tweaks. No fiddling. Performance held steady. That is how you know it is built right.
For every £1 spent on advertising, approximately £29–£47 came back in estimated service revenue.
Estimated service revenue is a documented estimate based on campaign customer data. The average service value of £400–£650 is reported separately as context and is not used as a direct multiplication of the 67 attributed customers.
£843 Google Ads spend produced £24,280-£39,700 estimated service revenue. That is approximately 29x-47x return on ad spend.
£843 advertising plus £975 Digital Womble management fee and setup equals £1,818 total client investment.
Against the estimated revenue range of £24,280-£39,700, that represents approximately 13x-22x return on total investment.
ROAS measures advertising media spend only. Return on total investment includes Digital Womble management fees. These are two separate calculations and are not mixed.
The figures in this case study are drawn from a single live Google Ads campaign for a UK local service business. The following data points are documented from the campaign record:
ROAS (29x–47x) is calculated as estimated service revenue divided by Google Ads media spend only: £24,280 ÷ £843 ≈ 29x; £39,700 ÷ £843 ≈ 47x.
Return on total investment (approximately 13x–22x) is calculated as estimated service revenue divided by the full £1,818 client investment: £24,280 ÷ £1,818 ≈ 13x; £39,700 ÷ £1,818 ≈ 22x.
The average service value of approximately £400–£650 is reported as contextual information about the business's pricing. It is not used as a direct multiplication of the 67 attributed customers to derive the revenue estimate. The revenue estimate is based on documented campaign customer data.
Results relate to this specific campaign and market. Advertising returns vary by demand, conversion rate, pricing and available search volume. Past performance does not guarantee future results.
See broader Google Ads agency results across other anonymised accounts
If you are spending on Google Ads but cannot clearly connect that spend to enquiries, customers and revenue, we can review the account.
We will look at search intent, wasted spend, conversion tracking, booking economics and where the account could produce a stronger commercial return.
Review my Google Ads performanceNo promise that your account will reproduce this case study. We will tell you what the numbers realistically support.