Running a small business today requires more than just word-of-mouth or traditional marketing. Customers expect instant solutions, and most of them search on Google before making a purchase decision. This is where Google Ads for small business play a powerful role.
In this case study, I’ll share my experience working with East Coast Concrete in Tauranga, New Zealand, where I managed their Google Ads campaigns, Google My Business profile, and overall digital presence for nearly six years. This project is an excellent example of how small businesses can leverage digital ads to grow consistently and attract the right customers.
Introduction: Google Ads for Small Business
Hello, this is Jayant Singh, a certified Google Ads expert with over 10 years of experience. My journey in digital marketing has taken me through diverse industries, and one of my most formative experiences began in February 2021 with East Coast Concrete in Tauranga, New Zealand. This wasn’t just another project; it was a comprehensive dive into building a digital presence from the ground up for a vital local service. Initially, my brief was broad: design a Wix website, set up and optimize their Google My Business (GMB) profile, and launch an SEO campaign.
However, the owner quickly recognized the urgent nature of their services – when someone needs concrete work, they usually need it now. This pivotal realization shifted our focus, emphasizing the crucial role of immediate lead generation. This case study will walk you through how my initial foundational work evolved into a successful Google Ads for small business strategy, ensuring East Coast Concrete became the go-to provider for all their residential and commercial concrete needs.
Background: About East Coast Concrete
East Coast Concrete is a full-service concrete company offering both residential and commercial solutions. Their services include:
- Concrete driveways
- Patios and pathways
- Decorative and stamped concrete
- Foundations and flooring
- Exterior and interior concrete work
Like many local service providers, their biggest challenge was visibility. People searching for “concrete services near me” often found competitors instead. That’s when I stepped in.
Phase 1: Building the Digital Home – Website, GMB & Foundational SEO
My first six months with East Coast Concrete were about establishing a robust online presence. A strong foundation is just as critical in digital marketing as it is in concrete work!
- Wix Website Design: I designed a clean, professional, and mobile-responsive Wix website. This served as the digital showroom for their extensive services, showcasing their expertise in exterior, interior, residential, and commercial concrete needs. The site was built to be user-friendly, highlighting their portfolio and making it easy for visitors to understand their offerings.
- Google My Business (GMB) Profile Setup and Optimization: For any local service business like East Coast Concrete, GMB is the cornerstone of local visibility. I meticulously set up and optimized their profile, ensuring accurate business information, service descriptions, hours, and high-quality images of their completed projects. This greatly improved their chances of appearing in the crucial “map pack” results on Google.
- Initial SEO Campaign: While deep SEO is a long-term game, I laid the groundwork. This involved optimizing website content with relevant local keywords (e.g., “concrete contractors Tauranga,” “driveway repair NZ”), setting up basic meta descriptions and titles, and ensuring the site was technically sound for search engine crawling.
Phase 2: The Shift to Urgent Call Generation with Google Call Ads
As my initial work progressed, the owner’s strategic insight became clear: concrete services often fall into the “urgent need” category. A homeowner with a cracked driveway or a business needing a new slab for an immediate expansion isn’t passively browsing; they’re actively searching for a solution and want to talk to an expert right away. This directly informed our decision to focus on Google Call-Only Ads. This was a crucial step in transforming their digital presence into a direct lead-generation engine.
- Targeted Keyword Strategy for Immediate Needs: We refined our keyword list to capture high-intent, urgent queries. This included terms like “concrete repair Tauranga,” “new driveway quote NZ,” “commercial concrete services,” and “foundation repair expert.” We carefully managed match types (phrase and exact) to ensure every click was from a genuinely interested prospect, a cornerstone of effective Google Ads for small business.
- Crafting Compelling Call-Only Ads: Each ad was meticulously designed to drive phone calls. The ad copy highlighted East Coast Concrete’s full range of services, their local presence in Tauranga, and key benefits like “Free Quotes,” “Experienced Team,” and “Residential & Commercial.” The primary call to action was, of course, a prominent phone number, making it effortless for potential clients to connect.
- Precise Geo-Targeting: The campaigns were strictly geo-targeted to Tauranga and its immediate surrounding areas. This ensured that every ad dollar was spent reaching potential clients within their operational service zone, maximizing efficiency and minimizing wasted spend – vital for any Google Ads for small business budget.
Phase 3: Continuous Optimization and GMB Management
The work didn’t stop once the campaigns went live. For six months, my focus was on continuous monitoring and optimization, ensuring East Coast Concrete was getting the best possible return on their investment.
- Google Ads Optimization: I regularly reviewed search term reports to identify new negative keywords, adjusted bids based on performance, and A/B tested ad copy to improve conversion rates. This constant refinement ensured the Google Ads for small business campaign was always performing at its peak.
- Google My Business Profile Optimization & Engagement: Beyond the initial setup, I actively managed their GMB profile. This included responding to reviews promptly, uploading new project photos, and ensuring all information remained current. An active and well-managed GMB profile directly impacts local search rankings and builds trust with potential customers.
- Performance Monitoring: We closely monitored key metrics like Cost Per Call, Call Duration, and overall call volume. This data-driven approach allowed us to demonstrate clear ROI to the client and make informed decisions for future campaign adjustments.
My Role and Initial Strategy: Google Ads for small business
In February 2021, I joined the company with a clear objective: build their online presence from scratch. Initially, my tasks included:
- Designing a professional Wix website
- Setting up and optimizing their Google My Business (GMB) profile
- Implementing an SEO campaign to increase organic rankings
However, within a few months, the business owner asked me to explore Google Ads. Considering the urgent nature of concrete services (people often need immediate quotes and availability), I recommended running Google Call-Only Ads.
Why Google Call Ads? Google Ads for small business
Unlike traditional search ads that drive users to a website, Google Call Ads allow prospects to connect directly via phone. For service-based businesses like concrete contractors, this eliminates friction and captures high-intent leads.
Benefits for East Coast Concrete:
- Customers in urgent need could call instantly.
- Reduced drop-offs compared to website visits.
- Direct ROI tracking through call analytics.
- Perfect fit for local small businesses.
This strategy aligned perfectly with the nature of their services.
Campaign Execution
Here’s how I structured and optimized the campaign:
1. Keyword Research
I focused on high-intent local keywords like:
- “Concrete services Tauranga”
- “Concrete driveways NZ”
- “Concrete contractors near me”
Naturally, I also emphasized google ads for small business strategies by balancing broad match and exact match keywords for cost control.
2. Ad Copy & Extensions
The ad copy was direct and urgency-driven:
- “Need Concrete Work Today? Call Now!”
- “Trusted Concrete Services in Tauranga – Get a Free Quote”
I also used call extensions and location targeting to make the ads highly relevant.
3. Budget & Bidding
- Started with a modest daily budget
- Used manual CPC initially, then shifted to smart bidding after data collection
- Tracked conversions through phone calls and GMB insights
4. Landing Page Optimization
While call ads bypass landing pages, I ensured the Wix site and GMB listings were optimized with:
- Strong service descriptions
- Photos of completed projects
- Clear contact details
Google Ads for small business Results: 6 Month of Consistent Growth
Over nearly six years, the results spoke for themselves:
- 📈 Increased call inquiries month-on-month
- 🏗️ Consistent project bookings (driveways, patios, and flooring)
- ⭐ Improved local visibility via Google My Business
- 💰 Higher ROI compared to traditional advertising
This long-term success proved that Google Ads for small business is not just a short-term fix but a sustainable growth strategy.
Lessons Learned: Google Ads for small business
Working with East Coast Concrete taught me valuable insights that any small business owner can apply:
- Start Small, Scale Later – Begin with a manageable budget and increase only when results are consistent.
- Choose the Right Campaign Type – For urgent services, Call Ads outperform regular search ads.
- Leverage Google My Business – Optimizing GMB alongside Ads boosts local trust.
- Track Everything – From phone calls to conversions, analytics ensures smarter decision-making.
Why Google Ads for Small Business Works
Google Ads is one of the most effective tools for small business growth because it:
- Reaches customers when they are searching
- Offers measurable results
- Scales with your budget
- Works perfectly for local service providers
This case study is proof that small businesses don’t need massive budgets or complex funnels to succeed. With the right expertise and strategy, even a local concrete company can thrive online.
Also Read: Pain to Profit: How I Used Google Ads to Generate Urgent Calls for an Edmonton Clinic
Conclusion: Google Ads for small business
My six-month journey with East Coast Concrete showcases the power of Google Ads for small business. By focusing on call ads, local SEO, and consistent campaign optimization, we achieved long-term growth and established a strong presence in the Tauranga market.
If you’re a small business owner looking to drive more leads, it’s time to leverage Google Ads and transform the way you connect with customers.
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