Griffiths Metal Products
How a Focused Google Ads Strategy Generated 176+ Tracked Conversions for Custom Metal Fence Installation
02 / Results at a Glance
The Campaign at a Glance
03 / The Challenge
Measurable Demand. Controlled Spend.
Griffiths Metal Products operates in a competitive South Florida market where custom fencing, fabrication and installation services compete for high-intent local search traffic.
Rather than spreading spend across the entire service portfolio, the strategy needed to identify the strongest opportunity and concentrate resources where they could generate the most measurable customer actions.
- Competitive local search environment
- Controlled advertising budget
- Generating relevant enquiries rather than low-quality traffic
- Reaching homeowners, businesses, contractors and property managers
- Focusing budget on the highest-value service opportunity
- Improving search-term quality
- Tracking forms, calls and contact actions accurately
- Optimizing continuously using real campaign data
04 / Research & Competitive Strategy
Research Before Launching
Before launching the Metal Fence campaign, Digiax Studio researched customer search behavior, local demand, competitor positioning and the buying journey for custom fencing services.
Demand
Google Search market research, local intent, customer buying journeys and South Florida demand.
Competition
Competitor Google Ads, landing pages, offers, pricing, calls-to-action and service positioning.
Opportunity
Customer reviews, keyword gaps and relevant industry and community research.
05 / Service Focus
One Service. A Clearer Focus.
Griffiths Metal Products offers multiple fabrication services. Concentrating the campaign on Custom Metal Fence Installation aligned the budget, keywords, ads and landing-page experience around one priority.
- Concentrate budget on one priority service
- Align keywords and ad messaging
- Improve search-term relevance
- Simplify conversion measurement
- Make optimization decisions faster
- Avoid spreading spend across service categories
06 / Google Ads Strategy
Capturing High-Intent Metal Fence Searches
Google Ads served as the primary lead-generation channel for customers actively searching for custom metal fence installation services.
- High-intent Search campaigns
- Location-based targeting and service-specific ad groups
- Responsive Search Ads
- Commercial-intent and long-tail keywords
- Conversion-focused bidding
- Budget and negative-keyword optimization
- Weekly search-term reviews and bid adjustments
07 / Landing Page & Conversion Experience
From Search to Enquiry
The Metal Fence landing page connects service-specific messaging with a visible quote form and phone calls to action. The separate Metal Gate page is shown alongside it as an additional landing-page example; the results in this case study remain focused on Metal Fence.
08 / Google Ads Performance
Google Ads Performance
The campaign generated 176+ tracked conversion actions while maintaining strong visibility for Metal Fence-related searches across the target market.
09 / Keyword Performance
Searches That Match the Service
Keyword targeting focused on custom metal fence demand across Miami and South Florida, with ongoing search-term reviews and negative-keyword management.
10 / Conversion Tracking
Measuring the Customer Actions That Matter
Accurate conversion tracking allowed Digiax Studio to measure performance beyond clicks and optimize campaigns using real customer actions.
- Lead Form Submissions
- Phone Call Leads
- Click-to-Call Actions
- Contact Requests
Tracking infrastructure included Google Analytics 4, Google Tag Manager and Google Ads Conversion Tracking.
Measurement system
11 / Continuous Campaign Optimization
Improving the Campaign Over Time
After launch, Digiax Studio continuously reviewed campaign performance and refined the strategy based on search behavior, conversion data and budget efficiency.
Search
Weekly optimization, search-term reviews, keyword expansion and negative-keyword updates.
Budget & Bids
Bid optimization, disciplined budget allocation and conversion analysis.
Conversion
Landing-page improvements and monthly performance reporting.
12 / The Outcome
A Focused System for Growth
Griffiths Metal Products established a measurable Google Ads acquisition system for Custom Metal Fence Installation, generating 176+ tracked conversions.
Service Focus
Budget concentrated around a priority service, with closer alignment between search terms, ads and landing-page messaging.
Measurable Actions
Forms, calls and contact actions tracked through Google Ads, Google Tag Manager and Google Analytics 4.
Ongoing Refinement
Search-term and conversion data informed bidding, budget decisions and continued campaign optimization.
13 / Services Provided
The focused engagement.
Strategy
- Digital Marketing Strategy
- Market Research
- Competitor Research
- Keyword Research
Paid Media
- Google Ads Management
- Search Campaign Strategy
- Budget Optimization
- Search-Term Optimization
- Negative Keyword Management
Website & Conversion
- Landing Page Strategy
- Conversion Experience Optimization
Tracking & Analytics
- Google Analytics 4
- Google Tag Manager
- Google Ads Conversion Tracking
- Performance Reporting
Focused acquisition for local services
Looking to Generate More Leads for a High-Value Service?
Digiax Studio helps local service businesses focus their marketing around the services that matter most — combining high-intent Google Search campaigns, conversion-focused landing experiences and measurable tracking.
If you're looking to generate more demand for a priority service without spreading your budget across every offering, let's talk.