How Murray Acoustics Cut Cost Per Lead by 60% With a More Focused Google Ads Strategy
In this case study
The Client
At a Glance
Murray Acoustics is a Manchester-based acoustic consultancy providing specialist noise and vibration services to customers across the UK.
Founder Jamie Murray had already tried running Google Ads himself.
The opportunity was there, particularly in an industry where more traditional approaches to marketing are still common.
What was missing was a consistent, efficient way to turn that opportunity into valuable enquiries.
CLIENT
Murray Acoustics
FOCUS
Google Ads
The Challenge
Cutting Through the Noise
Before joining Add People in April 2026, Murray Acoustics’ Google Ads weren’t delivering consistently.
The campaign structure was leading to wasted spend and low-quality searches, limiting conversions.
There was also uncertainty around when campaigns needed changing and when they simply needed time to gather useful data.
For Jamie, the goal was straightforward: make Google Ads work properly and turn it into a dependable source of relevant new business.
What We Did
Focusing on What Worked
The biggest change was becoming much more focused.
FOCUS THE BUDGET
Prioritising the Right Services
The campaign initially covered three core service areas. As performance data came in, Noise Assessment for Planning stood out as the strongest opportunity. We focused activity around this service rather than spreading the budget across areas with less potential.
IMPROVE TRAFFIC QUALITY
Making Every Search Count
We tightened keyword targeting using exact and phrase match keywords, alongside regular search term reviews. This helped remove irrelevant searches and focus the budget on people more likely to make valuable enquiries.
REFINE LOCATION TARGETING
Following the Strongest Opportunities
We reviewed performance across different locations, taking lead quality, availability and fulfilment potential into account.
TEST & REFINE
Turning Insights Into Better Enquiries
Alongside this, we continually tested ad messaging, headlines, bids and targeting. The aim wasn’t simply to generate more traffic, but to understand what produced the most relevant enquiries and keep improving from there.
The Results
Lower Costs. Better Enquiries. Bigger Opportunities.
That sharper strategy made the advertising significantly more efficient, with cost per lead falling by 60% when comparing the first six weeks of the Google Ads campaign with the most recent six weeks measured.
Conversion rate increased from 1.6% to 10%, while Google Ads search visibility improved by 76%, helping Murray Acoustics appear more often when potential customers searched for its priority services.
Supporting Nationwide Growth
Despite being based in Manchester, Murray Acoustics is now delivering work across the country, with Jamie considering expanding the team.
More Efficient Advertising
A more focused campaign meant Murray Acoustics could generate relevant enquiries at a significantly lower cost, making its Google Ads investment work harder.
What began as an inconsistent DIY advertising setup has developed into a focused channel supporting Murray Acoustics as the business grows.
The Client's View
Finally, a word from the client:
“Extremely clear, proactive and responsive. I always know what is being done and all targets are clearly set out so we know what we’re achieving!”
Jamie Murray, Founder, Murray Acoustics
Let’s build your next success story together.
Want more people finding your website?
Our SEO services help you improve your visibility, attract the right traffic and turn more visits into customers.
Ready to make your ad budget work harder?
Our PPC service will help you reach the right customers and turn clicks into results.
Ready to get more from your eCommerce business?
Our eCommerce experts work with you to reach more of the right people and turn more visits into sales.
Want to reach more of the right people on social?
Our social experts will help you build visibility, connect with your audience and turn attention into results.
Want an easier way to manage your customers?
Say Hello helps you stay organised, manage your clients and keep everything in one place.