Consistency by Design: Year-Round Lead Generation for an Insulation Company
This performance portfolio is from an insulation company in Ireland, whose goal was to generate a consistent volume of leads each month, within the same budget, year-round.
When a business asks for consistency over a full year, there are three key factors a performance specialist needs to account for:
- Industry trend / seasonality - will demand naturally fluctuate throughout the year?
- Budget alignment - are we pacing spend consistently across the year, rather than front- or back-loading it?
- Auction insights (competitor analysis) - in a competitive landscape, staying ahead of competitors is essential to maintaining consistent lead flow.
The solution: I expanded the client’s service portfolio within their Google Ads campaigns to ensure full coverage across all relevant verticals, keeping consistency as the core focus. By strategically fine-tuning budgets and optimizations in line with seasonal trends, the campaigns drove a measurable increase in lead form submissions compared to the previous period.
See screenshot below for an increase in leads compared to the previous period
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Key takeaway: Structure campaigns around primary and secondary focus areas. This gives you a clear framework to prioritize budget allocation and manage campaigns effectively, based on both the business’s service offerings and search trend patterns.