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Turning Around Google Ads for Process Serve UK
The Client
Process Serve UK provides professional process serving services to individuals, solicitors, landlords and businesses across the UK.
The company approached us after becoming dissatisfied with its previous agency. Significant amounts were being spent on Google Ads, but there was no reliable way of determining whether the advertising was actually generating enquiries.
At the same time, an outdated website and technical problems were making it harder for visitors to become leads.
The Challenge
The previous Google Ads strategy relied on a largely automated Smart campaign focused on generating traffic.
The biggest problem was no conversion tracking had been configured. The client could see clicks and advertising spend, but couldn't reliably determine how many genuine enquiries those clicks produced.
The campaign also had a click-through rate of just over 1%, despite generating millions of impressions.
There was another major problem outside Google Ads: the website's contact form was broken. Invalid HTML meant potential customers could complete the form without their enquiry being successfully submitted. Even when advertising generated a potential lead, the website couldn't reliably capture it.
The priority was therefore not simply to generate more traffic. It was to create an accountable system where advertising spend could be connected to genuine enquiries.
What We Did
- 1Identified and repaired the broken website contact form.
- 2Paused the previous automated Google Ads Smart campaign.
- 3Rebuilt the advertising strategy around a dedicated Google Search campaign.
- 4Researched and manually selected commercially relevant keywords.
- 5Introduced conversion tracking so enquiries could be attributed directly to Google Ads.
- 6Regularly reviewed search terms and campaign performance to control wasted spend.
- 7Maintained a tightly controlled advertising budget focused on lead generation rather than maximum traffic.
- 8Designed and developed a completely new website.
- 9Built the new website around speed, usability and conversion.
- 10Ensured the website and Google Ads campaign worked together as a single lead-generation system.
Once the Google Ads account was under control, we turned our attention to the website itself. We designed and developed a new website from scratch, creating a faster and more modern platform designed around converting visitors into enquiries. The new website launched in 2025 and provided Process Serve UK with a stronger foundation for both its paid advertising and future organic search growth.
The Results
The difference came from prioritising relevant searches and measurable enquiries rather than impressions and clicks. The previous campaign generated enormous reach but provided no reliable conversion data. Our campaign reached a much smaller and more relevant audience while tracking the actions that actually mattered to the business.
*Based on the respective all-time campaign totals available for comparison.
The Outcome
Process Serve UK went from an advertising setup where millions of impressions and thousands of clicks couldn't be reliably connected to a single tracked lead to a measurable customer acquisition system.
Google Ads is now focused on high-intent searches, every conversion can be measured, and advertising spend remains tightly controlled.
The campaign continues to operate with limited budget availability, meaning only a fraction of the available search demand is currently being captured. This gives Process Serve UK the option to scale advertising further while using established conversion data to guide those decisions.
Combined with the website rebuild, the business now has a significantly stronger foundation for generating leads through both paid and organic search.
Want Similar Results?
If you're spending money on Google Ads but aren't confident about where your leads are coming from, we can help you turn clicks and advertising spend into a measurable acquisition strategy.