Case studies · · 2 min read
From 5 to 18 enquiries a month from Google Ads: a lift manufacturer case study
How a Barcelona lift manufacturer and installer multiplied its Google Ads enquiries by 3.6 and cut cost per enquiry by 35% in one month, with product-level campaigns and tracking of every real enquiry.
Industry: lifts, platforms and stairlifts · Area: Barcelona and Catalonia · Period: August → September 2026 · Plan: Full Control
Starting point
A lift manufacturer and installer with more than twenty years in business wanted to know how many real enquiries its online spend was bringing in and how to grow without blowing the budget. It sells very different products —home lifts, lifts for residential buildings, stairlifts and maintenance— to very different audiences.
What we did
- Campaigns by product and language. We split campaigns so each one optimised towards its own audience: a general Spanish campaign, a Catalan one, a stairlift campaign (reactivated mid-month) and a home-lift campaign.
- Tracking every real enquiry. Contact forms, quote requests and WhatsApp clicks as primary conversions. Calls were kept out of bidding goals so as not to inflate the figure.
- Clean traffic. We detected and excluded from the analysis 230 sessions of bot traffic that added no value, to work only with real users.
- Timely content. We published, in Catalan and Spanish, an article on public accessibility grants and a new project page with real photos of an installation.
- Email to the contact base. Two bilingual campaigns about grants, sent to more than 3,000 contacts.
Results (September vs August)
| Metric | August | September | Change |
|---|---|---|---|
| Enquiries from Google Ads (forms and WhatsApp) | 5 | 18 | ×3.6 |
| Cost per enquiry | €52.65 | €33.98 | −35% |
| Ad clicks | 577 | 1,135 | ×2 |
| Real website users (GA4, bot traffic excluded) | 738 | 1,144 | +55% |
| Clicks from Google (Search Console) | 1,040 | 1,194 | +15% |
| Average Google position | 19.8 | 15.6 | 4.2 places better |
The website also recorded 62 form enquiries in the month and 43 WhatsApp clicks. The two email campaigns, with more than 3,000 sends, achieved a 30% open rate.
The general Spanish campaign was the most efficient: 10 enquiries at €10 each. The stairlift campaign, reactivated mid-month, brought 5 enquiries at €17.
What we learned
- Splitting by product pays off. Each product has its own buyer and its own cost per enquiry. Mixing them hides which campaigns work and which don’t.
- Measure what customers actually do. In this industry, a large share of contact comes via WhatsApp. If it isn’t tracked, half the result is invisible.
- Clean numbers change decisions. Excluding bot traffic turned an apparent +86% in users into a real +55%. Less spectacular, but useful for deciding.
- Timely content ranks. An article published when people are looking for grant information attracts exactly the audience that wants to install a lift.
What’s next
The next step is recording the first-visit source in every form to attribute 100% of enquiries to their channel, and separating form and WhatsApp enquiries in campaigns to bid with more precision.
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