Eco Waste Clearance offers fast, reliable, and environmentally responsible rubbish removal services across London and surrounding areas. Whether it’s domestic, commercial, or construction waste, their professional team ensures quick clearances with minimal disruption — all while keeping sustainability at the heart of their operations.
Despite steady demand, Eco Waste Clearance faced challenges in consistently attracting high-quality leads. Their previous Google Ads campaigns were under-optimized, resulting in high cost-per-click and inconsistent enquiry volumes — leaving their booking calendar far from full.
Challenges Before Our Campaign Strategy:
From day one, we implemented robust conversion tracking through Google Tag Manager to ensure accurate reporting.
We tracked multiple user actions including:
Call submissions from the site
Click-to-call events from mobile
Email link clicks
Direct calls from Google Ads extensions
This setup provided us with reliable data to fine-tune the campaign and measure success beyond just form submissions.
We kicked off the campaign by conducting comprehensive keyword research for the rubbish removal industry.
With previous experience in the niche, we already knew which keywords performed well — and which to avoid.
We built complete keyword lists across core services like:
Garden Waste Removal
Bulky Waste Clearance
After-Builders Rubbish
General Domestic & Commercial Rubbish
Each keyword group was filtered for high transactional intent and assigned to a dedicated ad group for relevance.
This foundation ensured a strong Quality Score, high CTR, and stronger conversion performance from day one.
We implemented a tightly structured ad group system where each set of keywords had its own tailored ad copy.
This approach allowed us to:
Match user search terms with highly relevant ads
Improve Ad Rank through better Quality Scores
Ensure every click was directed to a matching service page
Ad copy, descriptions, and display paths were customised per group to reflect the exact service being searched — resulting in stronger user engagement and reduced wasted ad spend.
To support our new ad structure, we rebuilt the website from the ground up with performance in mind.
Each service — garden waste, bulky waste, builders’ waste, etc. — received a dedicated landing page.
We also:
Geo-targeted the H1 headers, ad headlines, and page content
Optimised design and load speed for mobile-first browsing
Structured the site for easier navigation and faster bookings
This setup gave each ad group a perfectly matched landing page — improving both Quality Score and conversion rate.
Our initial strategy used Maximise Clicks bidding to collect early data efficiently.
Once the campaign gathered a reliable number of conversions (within 30–45 days), we transitioned to Maximise Conversions using portfolio bidding.
This allowed us to:
Increase ROI by bidding more on high-converting queries
Lower CPA while maintaining traffic volume
Automatically optimise bids based on historical performance
This shift helped stabilise the cost per lead and improve lead quality over time.
By combining accurate tracking, strategic bidding, and high-relevance targeting — the campaign delivered measurable growth fast.
In just 3 months, we recorded 474 qualified conversions, consisting of:
Phone calls
Website form enquiries
Click-to-email and call engagements
This full-funnel strategy ensured that every penny spent on ads led to tangible results — and a steady flow of high-intent leads daily.
The campaign generated 474 high-quality conversions and 316 direct phone calls over just three months — an outstanding result for the waste removal industry.
After 12 months of partnership, revenue increased by over 700%, driven by consistently relevant leads and full-funnel optimisation.
The sales team at Eco Waste Clearance reported a 50%+ increase in close rate, with lead quality improving dramatically month after month.
Thanks to precision targeting and clear messaging, the brand experienced a steady stream of high-intent enquiries — making the campaign a long-term growth engine.
Hyper-Relevant Geotargeting – Each ad group and landing page was geotargeted to align perfectly with user search intent and local service areas.
Full-Funnel Relevance – From search ad to CTA, every step was tightly aligned, resulting in higher engagement and stronger lead quality.
Daily Search Term Filtering – We refined the negative keyword list daily, achieving nearly 99% search relevance by Month 3.
Smart Bidding (Maximise Conversions) – Once tracking was established, we used smart bidding to scale conversions efficiently while keeping costs low.
Accurate Conversion Tracking from Day 1 – We tracked phone calls, submissions, click-to-email, and click-to-call, allowing for precise optimisation across the campaign.
Cost Efficiency – The cost per conversion dropped by over 60% within six months, massively improving return on ad spend.
Eco Waste Clearance is a prime example of what’s possible when strategic planning, day-to-day optimisation, and accurate tracking come together.
With the right structure, geotargeting, and data-driven decisions, we not only delivered results — we transformed their digital growth trajectory.
This campaign is ongoing, and we continue to optimise, test, and scale performance across new verticals and service areas.
