The Challenge
AlphaDecor was relying on referrals and organic search alone, which left their enquiry flow unpredictable. Some months were busy, others were quiet, and the team had no way to plan around it. Their earlier attempts at running ads in-house had produced expensive clicks and unqualified calls, so paid traffic had a reputation inside the business as “money down the drain.”
What We Did
- Rebuilt the account around intent. We separated high-intent searches (“interior decorator near me”) from research terms, and weighted budgets toward the searches that actually convert.
- Cleaned up targeting. Tight geo-fences around the real service area, dayparting around business hours, and an aggressive negative-keyword list stopped budget leaking into irrelevant clicks.
- Fixed conversion tracking first. Every call, form fill, and WhatsApp click was tracked back to the exact keyword and ad, so optimisation decisions were based on leads, not clicks.
- Rebuilt the landing pages for speed and one clear action per page (call or form), instead of sending paid traffic to a generic homepage.
- Ran Meta retargeting alongside search to catch visitors who didn’t convert on the first visit.
Results
- 47% lower cost per qualified lead within 9 months, compared with the 6 months before the rebuild.
- 4.3x return on ad spend, tracked from click to booked job, not vanity click metrics.
- 68 qualified enquiries per month from paid channels, on a monthly ad spend of PKR 185,000.
- Landing page conversion rate improved from 2.1% to 6.4% after the rebuild.
In Their Words
“We had written off paid ads after wasting money on them ourselves. Now the phone rings with people who actually want to book, and we can see exactly which ads brought them in. It’s the most predictable part of our business.”
— Owner, AlphaDecor
Key Takeaways
- Paid ads work when every rupee is tracked to a lead, not a click.
- Intent-tiered campaigns beat one big “catch-all” campaign every time.
- The landing page is half the campaign. Sending paid traffic to a slow, generic page burns budget.
