HOME HUB GROUP
Google Ads & CRM Integration
Learn how One PPC improved lead quality, reduced CPA, and tied sales data back into Google Ads using CRM integration with HubSpot.
HOME HUB GROUP
Back Story & Challenge
Home Hub Group is a specialist supplier and installer of windows, doors, and rooflights, with showrooms in Bracknell and Epping. Despite operating for over 20 years and maintaining strong customer service, their digital advertising results had plateaued. Google Ads campaigns generated leads, but with inconsistent lead quality and inadequate visibility into sales outcomes.
They lacked reliable tracking between online campaigns and offline revenue—making it difficult to optimise performance or scale profitably. The primary goal was clear:
Increase leads via the website
Improve lead quality and tie revenue back into Google Ads
Reduce cost per sale
Following our initial review and analysis, the goals were clear:
- Restructure campaigns with high-intent keywords and audience targeting to boost efficiency.
- CRM Integration: Synced HubSpot sales stages and revenue back to Google Ads for accurate optimisation based on real conversions
- Expand targeting options to test creative combinations and align performance with both brand awareness and ROAS objectives.
Solution
We integrated HubSpot CRM with Google Ads to enable offline conversion tracking and train Google’s AI to recognise high-quality leads. As contacts moved through lifecycle stages or closed as sales, both lead stage and revenue data were synced back into Google Ads. This allowed us to optimise campaigns based on actual customer value—not just form fills—leading to improved lead quality and better overall ROI.
Google Ads Optimisation
Account Audit & Restructure: Removed redundant keywords and reorganised campaigns around key product lines like bifold doors, sliding doors, and windows.
Keyword Expansion: Introduced long-tail and product-specific terms, refining match types to improve traffic quality and reduce CPC.
Lead Quality Optimisation: We trained Google’s AI to identify which leads were more likely to qualify or convert. For example, an online lead was assigned 1 point, a qualified lead 2 points, and a converted customer 3 points—allowing the system to optimise toward higher-value outcomes.
Bidding Strategy: Tested both manual and automated bidding (Target CPA and Target ROAS) to maximise performance and efficiency.
Landing Page Testing: Ran A/B tests on key landing pages to increase conversion rate and average order value.
Types of Campaigns:
Google Search
Focused on high-intent keywords grouped by product category, using themed ad copy to improve CTR and conversion rates.
Brand Campaign
We optimised the brand campaign to achieve the lowest cost per click, while getting maximum conversions.
Microsoft Ads
Replicated the most effective campaign types from Google, optimised for lower competition and incremental growth across Bing’s network.
Google Display
Used remarketing, in-market, and Similar Audiences to build awareness and drive new interest. Focused on top-of-funnel traffic and re-engagement strategies.
Results
Thanks to integration between HubSpot and Google Ads, plus our refined account strategy:
Cost Per Lead: Reduced by over 40%
Lead-to-Sale Conversion Quality: Saw an uplift of 30% in lead-to-booking ratio
Sales Attribution: Generated longer sales cycle revenue properly tracked, allowing data-driven optimisation
Created a consistent and effective ad creative that focuses on key USP and brand messaging.
🔍 ROI Visibility: With accurate revenue attribution, we optimised for real ROI—not just leads
Budget Scalability: Confidently increased ad spend by 200% without sacrificing profitability
Book FREE Consultation Now!
Have questions? Schedule a free 15–30 minute call so we can learn about your business and gather the context needed before providing tailored recommendations.