Royal Wolf: Restructuring Google Ads to Balance Scale with Qualified Lead Quality

The challenge

Royal Wolf needed to lift B2B hire enquiries while managing an increasingly B2C-skewed call volume. Rising clearance demand and untracked branch calls limited visibility into lead quality and ROI. If unaddressed, high-value business enquiries risked being outpaced by low-intent consumer traffic.

The analysis

ADMATIC's analysis revealed that more than 70% of phone enquiries originated from generic and clearance-related searches, often residential in nature. Google Ads algorithms, when optimised for cost per lead, were funnelling budget toward cheaper B2C leads, reducing form submissions and overall lead quality.

The insight

Optimising for call volume without qualifying intent allowed the algorithm to pursue quantity over quality. True business value lay in targeted B2B enquiries — not just more calls, but the right calls from commercial buyers.

The strategy

We overhauled Google Ads with call-only optimisation, restructured campaigns by region, and built landing pages tailored for phone conversion. Platform strategies were realigned across Google and Microsoft Ads to favour locations and behaviours tied to hire intent.

The outcome

Clearance form submissions rose by 67%, but hire forms declined by 14% year-on-year. Phone calls became the dominant conversion channel, though largely driven by B2C. The campaign surfaced a crucial lesson: optimisation must be rooted in business-qualified outcomes, not just volume.

• +67% increase in clearance form submissions
• -14% decrease in hire form submissions
• Calls became the main conversion channel, but heavily skewed toward B2C