Work

Fastmoves

A Dublin removals company was paying for ads that reported hundreds of leads. Almost none of them were real.

Client

Fastmoves

Services

Google Ads audit and rebuild, Service landing pages, Conversion tracking

Year

2026

01 The challenge

When Andrew came to us, the previous setup said his ads were bringing in hundreds of leads. His phone told a different story.

Google Ads was counting page activity as a lead. In one quarter, 558 of the 603 reported conversions were not enquiries at all.
521 broad match keywords sat in a single ad group with no negative keywords, so the ads showed for skips, bins, van hire, storage and the wrong counties.
Every ad landed on the homepage, whatever the person had searched for.
Close to 40% of spend went on search terms Google never showed, with more leaking out through Search Partner sites.
The website sent no tracking data at all, and the contact form thanked people but never emailed anyone.

02 What we did

Audit and clean up

We went through every campaign, search term and conversion action, and wrote it up in plain English. We removed the fake lead conversion and the page view conversion that were inflating the reports, switched off Search Partners, and built a shared list of 197 negative keywords to block searches that never book.

Rebuild by service

We replaced 521 broad match keywords with 72 tight phrase and exact terms across six ad groups, one per service. Each ad group lands on its own service page with its own enquiry form, so every lead shows which job it is for.

Tracking you can trust

The site now reports form leads, phone clicks, WhatsApp clicks and page views to GA4 and Google Ads, behind proper cookie consent. We added spam protection to the form, checked every lead by hand in the first weeks, and sent Andrew a plain report on what changed and why.

In action

03 The impact

The account had been reporting hundreds of leads that never existed. Now every call, form and WhatsApp click is tracked, the ads land on the right page for the job, and Andrew can see exactly where his budget goes.

With tighter keywords and a page per service, the click through rate rose from 6.2% to 9.5% in the first weeks.

A month in, Andrew has asked us to look after his second business too.

603 → 45

Reported conversions against real enquiries in one quarter

521 → 72

Broad match keywords swapped for tight phrase and exact terms

0 → 197

Negative keywords blocking searches that never book

Ads that report calls nobody receives are worse than no ads. We started with the tracking, because every decision after that depends on it.

Bradley, Pixelated Bubble

Ready when you are

Say hello.

Tell us what you need: a new site, more enquiries from ads, or both. We’ll tell you what it will take. A 15 minute call, no pitch deck.

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