How I Helped DC Materials Inc. Transform Their Ad Campaign & Boost Lead Quality

Challenges

Unstructured campaigns, rising lead costs, and legacy brand confusion.

DC Materials Inc., a supplier in the construction materials space, was looking to ramp up qualified lead flow without burning through budget. However, the Google Ads account told a different story:

Campaigns were poorly structured, making it hard to identify what was working.
Target CPA was set too high ($70), causing inefficient spend.
The business had recently rebranded from Sure Would Everett, but search terms for the old name were still triggering ads, wasting clicks and confusing prospects.

The company needed a cleaner setup, better targeting, and more efficiency to turn things around.

The Turning Point

After a deep audit, I uncovered multiple areas for improvement — and moved fast.

🎯 Lowered the TCPA from $70 to a realistic benchmark based on past performance.
🧠 Consulted the business owner to get clarity on past brand performance, which revealed the Sure Would Everett traffic issue.
✍️ Incorporated the former brand name directly into ad headlines to capitalize on lingering branded search intent.
🧹 Cleaned the search terms report to cut out irrelevant clicks and improve traffic quality.
🧪 Launched A/B testing on ad copy to refine messaging and boost clickthrough and conversion rates

Results Before Optimization

📈 46% increase in conversions
💰 33% drop in cost per conversion
📉 CPC lowered significantly
🎯 Higher conversion rate across the board

What started as an underperforming campaign is now a lean, results-driven lead machine.

Results (in just 30 days)

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I was struggling with getting quality leads, and let the team at MSK Digital take over my google ads account. Within 2 Months I started signing clients for my agency and I couldn't ask for a better team to help me.

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