Google Ads case study
Houston Luxury Restrooms: Rebuilding the Account and Its Measurement
When Soap Effect took over Houston Luxury Restrooms’ Google Ads, only calls from ads were being tracked. We consolidated the campaigns, tightened keywords and added website form tracking. The recorded numbers changed a lot, but because measurement changed too, the before and after periods are not an apples-to-apples comparison of lead growth.
Updated
The numbers
| Measure | Apr 1 – Jul 14, 2026 | Jul 15 – Oct 17, 2026 |
|---|---|---|
| Spend | $5,829 | $6,675 |
| Clicks | 584 | 1,986 |
| Average click | $9.98 | $3.36 |
| Recorded leads | 12 (ad calls only) | 82 (forms + ad calls) |
| Recorded cost per lead | $486 | $81 |
Not apples to apples. Website forms were not tracked before the takeover, and the periods differ in length, so the recorded lead and cost per lead rows do not measure lead growth.
Summary
From April 1 to July 14, 2026, the account spent $5,829 for 584 clicks at an average of $9.98, and recorded 12 leads, all ad calls. From July 15 to October 17, 2026, it spent $6,675 for 1,986 clicks at an average of $3.36, and recorded 82 leads from website forms and ad calls.
The recorded cost per lead moved from $486 to $81. That figure is shown for transparency only: it is not apples to apples, and it should not be read as a measured improvement in lead generation.
Why the periods are not comparable
The click and average click cost figures are measured the same way in both periods. The lead figures are not.
- Website forms were not tracked before the takeover, so the earlier lead total and cost per lead leave out any form leads that occurred.
- The two periods differ in length.
- Several campaigns launched during the later period, so the account structure also changed.
Strategy
Four campaigns were consolidated into the two that were working, and keywords moved to exact match to concentrate spend on relevant searches. Website form tracking was added so the account could see the full set of inquiries.
In September, Construction and Long Term campaigns launched, along with a Performance Max campaign.
Methodology: how leads were counted
Recorded leads count website form submissions and calls from ads only.
- Excluded: Map and Business Profile clicks.
- Excluded: phone number and email clicks.
- Excluded: form loads.
Caveats
These are recorded leads, not sales or revenue. Because the earlier period lacked form tracking and the periods have different durations, this case study does not claim a specific percentage or multiple of lead growth. Results are not guaranteed.