How PPC Ads Drive Leads with PPC Ads

Synopsis: This case study details how PPC ads were used to drive leads for a technology company. By implementing targeted campaigns, optimizing keywords, and continually refining ad copy, the firm significantly increased qualified leads and improved its return on ad spend.

In today’s fast-paced digital world, service-based businesses need instant leads to stay ahead of competitors. Traditional marketing is slow and expensive, while PPC Ads provide measurable, high-quality results quickly.

In this detailed case study, I’ll share how I, Jayant Singh, a certified Google Ads expert with over 10 years of experience, used PPC Ads and Google Call Ads to help JD-CAD Technology Pvt Ltd – a construction and interior design company in India – generate consistent client inquiries.

Introduction: The Call to Build a Digital Presence in India

Table of Contents

Hello, this is Jayant Singh, a certified Google Ads expert with over a decade of experience in the ever-evolving world of digital marketing. My work has taken me on a diverse range of projects, but one of the most rewarding and comprehensive journeys began in February 2021 when I joined JD-CAD Technology Pvt. Ltd. in India. My initial brief was to tackle their digital presence from the ground up: a full-scale project involving website development, Google My Business (GMB) setup, and a long-term SEO campaign.

However, as is often the case in dynamic industries like construction, the owner’s vision evolved. They understood that while foundational work was essential, they needed a more immediate and direct way to capture high-value leads. This pivotal realization led us to integrate a strategic paid advertising component, and for the next two years, my focus was on managing and optimizing a highly effective PPC ads strategy. This case study is a detailed account of that two-year partnership—a blueprint of how a sustained effort in both organic and paid channels can build a thriving business from the ground up.

Phase 1: Laying the Foundational Framework (Initial 6 Months)

Our journey began by establishing a robust and professional digital home for JD-CAD. In an industry where trust and credibility are paramount, a strong online presence is non-negotiable. My first task was to create a digital ecosystem that would serve as both a showcase for their work and a landing point for potential clients.

Website Development: I developed a comprehensive website for JD-CAD using a modern, user-friendly CMS. The site was meticulously designed to be mobile-responsive and showcase their diverse portfolio. I created dedicated pages for each of their core services—architectural design, civil construction, interior design, and home renovation. Each page was rich with project photos, detailed service descriptions, and testimonials. The goal was to build a site that not only looked professional but also converted visitors into qualified leads, whether through a contact form or a phone call.
Google My Business (GMB) Setup and Optimization: For a service-based business, GMB is the digital storefront. I set up their profile from scratch, ensuring all business information, including hours, service areas, and contact details, was accurate. I also strategically categorized their business to improve visibility for relevant local searches. This was a critical step in their SEO campaign, giving them a fighting chance to appear in the all-important Google “Local Pack” and build initial trust with customers.
Initial SEO Campaign: While paid advertising was our ultimate goal, the initial SEO work was non-negotiable. I conducted extensive keyword research for all their services, from high-value terms like “architectural services India” to high-intent queries like “home renovation contractors near me.” We optimized on-page content, including meta titles and descriptions, to start attracting organic traffic. This foundation would later complement our PPC ads perfectly.

This foundational work was a slow, methodical process, but it was the necessary first step before we could turn on the paid spigot and see a true return on investment.

Phase 2: The Strategic Shift to PPC Ads (Months 6-24)

After we had a solid digital infrastructure in place, the owner and I agreed it was time to move to a more aggressive, lead-focused strategy. The nature of their business—offering services for urgent needs like home renovations and high-value projects like new construction—demanded a campaign that could deliver leads immediately. This is where the true power of PPC ads came into play.

We decided on a dual-pronged approach, leveraging both Google Call Ads and standard Google Search Ads to capture different types of customer intent.

Google Call Ads for Urgent Services: For services like home renovation or urgent civil construction needs, people want to talk to an expert right away. I created dedicated call-only campaigns with compelling, action-oriented ad copy. Headlines like “Home Renovation India – Call Now” and “24/7 Civil Construction Services” were paired with a prominent phone number. The entire ad was designed to drive a single conversion: a phone call. This was our most effective strategy for capturing high-intent, immediate leads.
Google Search Ads for High-Value Leads: For larger, more complex projects like architectural and interior design, customers typically do more research before they call. For these, I created standard PPC ads that linked to dedicated, high-converting landing pages on the website I had built. These ads were carefully crafted to showcase JD-CAD’s expertise, professionalism, and portfolio, with a clear call to action to fill out a detailed form or request a quote. This approach allowed us to capture the more considered, higher-value leads.
Precise Keyword & Bid Strategy: My keyword research continued to evolve. We had campaigns targeting broad terms like “home interior design India” and highly specific, long-tail keywords such as “architectural 3d modeling services in Mumbai.” Each keyword was assigned a specific bid based on its value and competition. The intelligent use of a wide range of keywords was a key to our PPC ads’ success.

Phase 3: Two Years of Relentless Optimization and Management

A successful campaign is not a one-time setup; it’s a living, breathing entity that requires constant attention. Over the two years of our partnership, my focus was on meticulous management and optimization.

Continuous Performance Analysis: I spent countless hours in the Google Ads dashboard, analyzing everything from click-through rates (CTR) and conversion rates to cost-per-acquisition (CPA). The insights from this data were invaluable. I’d identify which keywords were performing best, which ad copy resonated most with our target audience, and where we could trim wasted spend. This rigorous data-driven approach was the backbone of our effective PPC ads.
Ad Copy A/B Testing: I was always testing new ad variations. For our call ads, I’d experiment with different headlines to see which one drove more calls. For our standard search ads, I’d test different descriptions and calls to action to improve click-through rates. This constant refinement ensured our ad campaigns were always performing at their peak.
Refining GMB & Organic Presence: Even with the success of our PPC ads, I continued to manage the GMB profile. We consistently uploaded new project photos, updated business information, and encouraged clients to leave reviews. This created a synergy where our strong GMB presence boosted our organic search rankings, while our paid ads gave us a top-of-the-page presence that was impossible to miss.
Budget Management: For any business, but especially a small business, a sustainable budget is key. I actively managed JD-CAD’s ad budget, ensuring that our spending was aligned with our goals and that we were getting a clear return on every rupee spent. This long-term focus on ROI cemented my partnership with the company.

The Transformative Results: A Sustainable Growth Engine

After two years, the results of our comprehensive strategy were undeniable. JD-CAD Technology was no longer just a small, local company; it had a powerful and predictable engine for generating high-quality leads.

Consistent High-Value Leads: The combination of Google Call Ads and standard search ads provided a consistent flow of both urgent and long-term project leads. This transformed their sales pipeline from an unpredictable stream into a reliable, steady river of business.
Measurable ROI: By meticulously tracking conversions, we could show a clear return on every dollar spent on PPC ads. This transparency and proven success built immense trust with the owner, leading to our long-term partnership.
Brand Authority: The synergy between their optimized GMB profile and top-of-the-page ads elevated their brand authority and helped them stand out in a highly competitive market. They were seen as a leader in their field, not just another service provider.

This project is a perfect example of how a long-term, multi-faceted digital strategy can build a business that is not only profitable but also sustainable. The story of JD-CAD is a testament to the power of commitment and expertise.

About JD-CAD Technology Pvt Ltd

JD-CAD Technology Pvt Ltd is a full-service company offering:

Architectural services
Civil construction projects
Interior design solutions
Home renovation services

Since these services are often time-sensitive, customers prefer to call immediately instead of filling out forms.

This urgency made PPC Ads and Call-Only campaigns the perfect choice.

My Role at JD-CAD Technology

I joined JD-CAD Technology in February 2021. Initially, my responsibilities included:

Building the company’s website
Setting up their Google My Business (GMB) profile
Running an SEO campaign

However, the business owner soon realized that SEO alone wasn’t enough. Clients needed instant connections, and that’s when I introduced Google PPC Ads and Call-Only campaigns.

Why PPC Ads Were the Right Choice

High-Intent Audience – People searching for “civil construction services near me” are already in need of solutions.
Instant Results – Unlike SEO, PPC Ads deliver leads from day one.
Better ROI – Every call and click is measurable, ensuring the ad budget is well-spent.
Location Targeting – Ads were shown only to clients in JD-CAD’s service areas.

The PPC Ads Strategy

🔹 Keyword Research

I focused on commercial-intent keywords like:

“Civil construction services India”
“home renovation near me”
“interior design contractors”

🔹 Campaign Setup

Google Call-Only Ads – So customers could call directly.
Search PPC Ads – Driving traffic to landing pages with strong CTAs.

🔹 Ad Copywriting

Examples of ad copy included:

“Call Now for a Free Quote”
“Trusted Construction Experts Near You”
“Available 24/7 for Renovations”

🔹 GMB Optimization

Added service categories
Uploaded project images
Requested client reviews
Updated hours & location details

This boosted both local SEO and ad performance.

Results Achieved

The campaigns brought tangible growth for JD-CAD Technology:

📞 40–50 qualified calls per month on average
💰 Reduced cost per lead vs. print ads
🎯 Higher conversion rate from calls
🔍 GMB visibility improved in local searches

Key Learnings

PPC Ads are a must for urgent services like construction, plumbing, or healthcare.
Call-Only Ads outperform traditional ads when instant contact is required.
GMB + PPC together provide unmatched visibility and trust.
Regularly optimizing keywords and bidding helps reduce costs.

Why Businesses Should Invest in PPC Ads

For industries where clients want immediate solutions, PPC Ads are the fastest way to:

Generate instant inquiries
Increase local visibility
Improve ROI compared to traditional marketing
Beat competitors in high-intent searches

Whether you’re in construction, healthcare, plumbing, or legal services, PPC Ads can transform your lead generation.

My Expertise in PPC Ads

I specialize in:

Google Search Ads
Google Call-Only Ads
Local Business Campaigns

My focus is always on delivering qualified leads, not just clicks.

This case study of JD-CAD Technology shows how smart PPC Ads campaigns can scale businesses efficiently.

Here’s a detailed breakdown of the common mistakes local businesses make and why they aren’t getting the calls they expect.

1. Targeting the Wrong Audience with the Wrong Keywords

This is the most common and expensive mistake. Many businesses use generic, broad-match keywords like “plumber” or “HVAC repair” to get as many impressions as possible. The problem is that these keywords have high volume but often attract users who are not ready to make a phone call. They might be DIY enthusiasts looking for “how-to” guides, students writing a paper, or people simply researching prices. While these clicks drive up your click-through rate, they don’t lead to conversions.

Why You’re Not Getting Calls: Your ads are being shown to a low-intent audience. A person searching “leaky faucet fix” is in a different mindset than someone searching “emergency plumber near me 24/7.” The former is a researcher; the latter is a customer in a state of urgency, ready to call. Your PPC budget is being wasted on clicks from people who are not in a position to buy.
The Fix: Shift your focus to high-intent, “long-tail” keywords that signal a user is ready to act. For example, instead of “landscaper,” use “landscaping company for yard cleanup quote.” Utilize “phrase match” or “exact match” keyword types to gain tighter control over who sees your ads. Critically, you must regularly review your “Search Terms Report” to find irrelevant searches and add them as negative keywords. This essential step filters out non-converting traffic and ensures your ads are only shown to potential customers.

2. Ignoring Location, Device, and Scheduling Settings

For a local business, where you show your ad is just as important as what your ad says. A common mistake is using broad location targeting, which causes your ads to appear in areas you don’t serve, leading to wasted ad spend from people you can’t help.

Why You’re Not Getting Calls: A user searching for a “roofing contractor” in a neighboring city who sees your ad will click it, realize you’re too far away, and immediately hang up or hang up after a short conversation, resulting in a paid, unproductive call. Similarly, if your call ads are active at 2 a.m., but you have no one to answer the phone, you are paying for every missed call, which is a poor customer experience and a complete waste of money.
The Fix: Be a surgeon, not a shotgun, with your targeting. Use tight geographic targeting down to the city, neighborhood, or zip code level. Set up ad scheduling to ensure your ads only run during your business hours or when you have staff available to answer the phone. Since most local searches for services happen on mobile, prioritize mobile devices in your bid strategy by using positive bid adjustments or even creating a separate call-only campaign that is mobile-exclusive.

3. Weak and Uncompelling Ad Copy

Your ad copy is your digital handshake with a potential customer. If it’s generic and uninspiring, it gives them no reason to call. Many local businesses simply state their service, like “AC Repair,” without providing a compelling reason to choose them. In a competitive market, you have only a few seconds to capture their attention and motivate a call.

Why You’re Not Getting Calls: Your ad doesn’t address the user’s pain points. A person with a broken AC on a hot day isn’t just looking for “AC Repair”; they need “Emergency AC Repair Available Now” or “Free On-Site Quote.” If your ad doesn’t convey urgency, trust, and a clear benefit, they will simply call the competitor whose ad does.
The Fix: Write benefit-driven ad copy that highlights your unique selling propositions (USPs). Use strong, action-oriented headlines like “Emergency Service Available 24/7” or “Satisfaction Guaranteed.” Include a clear and urgent call to action (CTA) such as “Call for a Free Estimate” or “Tap to Call Now.” Also, leverage ad extensions like callouts and structured snippets to add more detail, showcasing things like “20 Years Experience,” “Licensed & Insured,” or “Senior Discounts.”

4. Poor Conversion Tracking and a “Set It and Forget It” Mentality

Many local businesses launch a PPC campaign and then assume the work is done. They fail to set up proper conversion tracking for phone calls, which means they have no way of knowing which ads, keywords, or campaigns are actually generating business.

Why You’re Not Getting Calls: You’re flying blind. Without conversion tracking, you can’t tell the difference between a high-value click that led to a sale and a low-value click from an irrelevant search. This lack of data prevents you from optimizing your campaigns, leading you to continue spending money on what doesn’t work and ignoring what does.
The Fix: This is non-negotiable. Set up call tracking as a conversion in your Google Ads account. For call-only campaigns, this is straightforward. For ads with call extensions, you can use a Google forwarding number to track calls. Once this is in place, you can see which keywords and ad groups are driving the most profitable phone calls and adjust your budget and bids accordingly. The “set it and forget it” mentality will only lead to wasted ad spend. You must regularly review your campaign performance, typically every week, to make informed, data-driven decisions.

5. Weak Mobile Experience

Since a majority of local service searches happen on mobile devices, a poor mobile experience is a death sentence for your call ads. If your ads link to a landing page that is slow to load, difficult to navigate, or doesn’t have a prominent, clickable phone number, you are creating a major barrier to a call.

Why It Kills Calls: The user clicked your ad with the intention of calling. If they land on a confusing page, they will get frustrated and bounce. You’ve paid for the click, but the user is gone before they even have a chance to find your phone number.
The Fix: Ensure your website and dedicated landing pages are lightning fast and fully mobile-optimized. Make your phone number a prominent, clickable button on every page, especially on mobile. The path from a user clicking your ad to making a call should be as frictionless as possible.

In conclusion, a successful Google Call Ads campaign for a local business is not about simply getting clicks. It’s about getting the right clicks from the right people at the right time, and making it incredibly easy for them to call you. By meticulously addressing these common PPC mistakes—from keyword selection and targeting to ad copy and tracking—you can transform your campaign from a frustrating expense into a powerful and reliable source of leads.

Conclusion

My work with JD-CAD Technology over nearly two years proved that PPC Ads, when done right, can generate consistent, high-quality leads for service-based businesses.

By combining Google Ads, Call Campaigns, and GMB optimization, I ensured JD-CAD stayed ahead of competitors while keeping costs under control.

If you’re a business owner looking for instant and measurable results, PPC Ads are your best investment.

FAQs (Schema-Ready)

Q1: What are PPC Ads?
PPC Ads (Pay-Per-Click Ads) are online ads where businesses pay only when someone clicks on their ad.

Q2: Why are PPC Ads important for service-based businesses?
Because they target high-intent users searching for urgent solutions, they generate instant inquiries.

Q3: How are Google Call Ads different from regular ads?
Call Ads allow customers to directly call the business without visiting a website, saving time and improving lead quality.

Q4: Can PPC Ads work for small businesses?
Yes. With proper targeting and budget management, even small businesses can see great ROI from PPC Ads.

Also Read: How Google Search Ads Helped a Croydon Plumbing Business Generate Urgent Leads

Conclusion: A Final Blueprint for Your Success

The journey with JD-CAD Technology was more than just a project; it was a testament to how the right strategy can lay a foundation for exponential growth. The story is a powerful reminder that while SEO builds for the long term, strategic PPC ads can deliver the immediate results needed to thrive. If your business is ready to build a digital presence that delivers consistent, high-value leads and cements your position as a market leader, I’m ready to help you draw up the blueprint.

As a certified Google Ads expert with a proven track record, my mission is to turn your business goals into a digital reality.

Contact me today to discuss how a similar comprehensive strategy can work for you.

Jayant Singh Ad Agency

How PPC Ads Helped JD-CAD Technology Drive Leads with PPC Ads | Case Study