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Pipeline Services Case Study

A Clear Vision for Digital Growth

Overview

Pipeline Services is a UK-wide provider of water supply pipe installations, lead pipe replacement, leak detection, water mains repairs, and emergency plumbing solutions — trusted for over 25 years.To improve underperforming paid search campaigns, they partnered with Finsbury Media as their specialist Google Ads agency, transforming paid advertising from an unpredictable cost into a reliable and scalable revenue generator. Despite strong service expertise, previous PPC performance lacked consistency and measurable return. With a strategic overhaul of their AdWords campaigns, Google Ads became a controlled, revenue-focused acquisition channel.

The Challenge

Before working with Finsbury Media, Pipeline Services faced multiple barriers:

  • Heavy ad spend on Google Ads with unclear results
  • Traffic was coming in — but enquiries were inconsistent
  • Limited insight into which campaigns generated revenue
  • No advanced tracking of calls and conversions
  • Competitive environment with national and regional competitors
  • Difficulty scaling ad spend profitably

The business needed a data-driven, revenue-focused Google Ads strategy that delivered measurable ROI and a steady flow of high-value enquiries.

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The Solution

Finsbury Media implemented a performance-centric Google Ads strategy designed to turn traffic into revenue.

  • Full Google Ads
    Account Restructure

    The account was rebuilt from scratch to remove wasted spend and focus on high-intent keywords that drive leads.

  • Advanced Local
    & Service Targeting

    Campaigns were narrowed to target homeowners and commercial property owners actively searching for water pipe replacement, mains repairs, and emergency plumbing services across the UK.

  • Optimised Bidding
    & Budget Strategy

    Campaigns were strategically restructured and enhanced using our Conversion Optimisation Platform to maximise visibility while reducing cost per lead, ensuring budget was allocated only to the highest-performing keywords and audiences delivering the strongest return on investment.

  • High-Conversion
    Landing Pages

    Traffic was driven to tailored landing pages designed for conversion to enquiries, dramatically improving engagement and lead quality.

  • Call Tracking
    & Conversion Attribution

    Full call tracking and attribution systems were put in place so each lead and sale could be traced back to its original Google Ads campaign.

  • Continuous
    Performance Optimisation

    Campaign performance was monitored daily, with bids, keywords, and targeting refined to improve ROI and reduce wasted spend.

The Result

The transformation was clear and powerful:
  • 60% increase in qualified Google Ads leads

  • £10,000+ in revenue generated directly from AdWords each month

  • Significant improvement in lead quality

  • Better cost per acquisition (CPA)

  • Increased booked jobs and confirmed appointments

  • Full visibility on ROI and campaign performance

Google Ads is no longer guesswork. Pipeline Services now enjoys predictable, measurable growth from paid search — with every pound spent directly tied to business outcomes.

Testimonial

Working with Finsbury Media has completely changed how our Google Ads perform. We went from inconsistent results and wasted spend to a system that delivers high-quality enquiries, measurable revenue, and real business growth.

Since the optimisation, we’re now generating over £10,000 per month directly from AdWords — and we have full clarity on exactly which campaigns are delivering results.

Conclusion

Finsbury Media turned Pipeline Services’ Google Ads from an expense into a predictable revenue channel. Through strategic restructuring, advanced targeting, conversion-centric landing pages, and rigorous optimisation, the business now benefits from consistent, measurable growth.

Paid search is now a core revenue driver — contributing significant monthly income with full ROI transparency.

This is what happens when Google Ads is managed with precision and a clear focus on business outcomes.

If you’re looking for a results-driven digital marketing agency to scale your paid search campaigns, we can help.

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