Agency Strikes Gold with £205,000 Win by Mining Niche Keywords

“We were able to focus more on getting complete roof work, flat roof installations, or even commercial repairs that were typically larger projects… With WhatConverts, we could steer campaigns away from less valuable generic terms and more toward high-value, low competition specialist terms.”

Case Study

• Agency: BOLT DMS
• Client: Stace Roofing
• Software: WhatConverts

The Challenge:

“In the past they had been getting a lot of repair based leads. They could have been really small like an old lady that needed pigeon spikes fitted or a tile replaced that only brought in a couple of hundred pounds. They were also producing a lot of sales calls—people trying to sell our clients something.”

Don’t want to stand out from the competition in PPC marketing? Be lazy. Lazy agencies do the bare minimum—they report on vanity metrics, create “set-it-and-forget-it” campaigns, and bid only on generic keywords. Sure, they may squeak out a positive ROI some months. Though in the end, it’s a winning formula for long-term losses and short-term clients.

So, what does “not lazy” look like? Take BOLT DMS as an example. This PPC agency builds predictable, repeatable, and dependable sales pipelines for trade businesses in the UK and around the world. Leveraging their expertise in Google Ads, BOLT DMS’s core strategy is shifting client spend away from generic keywords—usually high-cost, high-competition—and towards niche keywords, which attract better quality leads at a lower price point.

One such client, a roofing company, was using Google Ads. However, they realized they just couldn’t hit the maximum potential from the platform on their own. That’s where BOLT DMS stepped in. They were to rebuild the client’s campaigns with the goals of:

• Minimizing low-quality leads (spam, cheap repair jobs)
• Focusing campaigns on higher value leads (full roof installations, commercial work, etc.)
• Reducing costs and maximizing ROI

Luckily, BOLT DMS had the tools and experience to do just that.

The Approach:

“We could see from the call that leads actually used more specialized terms like ‘metal roofing’ or ‘zinc roofing’ or ‘lead roofing’, suddenly we could have a look in Keyword Planner and understand if that’s something that’s being searched for regularly. And if so, we can build that keyword into our campaigns.”

In order to achieve these three goals, BOLT DMS needed tools that let them understand:

1. Where leads were coming from (lead attribution)
2. Who they were (lead quality)
3. What they were interested in (lead value)

WhatConverts granted access to all three.

With it, BOLT DMS could uncover more valuable niche keywords from real voice of customer data (VOC) using Lead Analysis, call recordings, and transcripts. For instance, BOLT DMS could see a lead coming from a “roofers near me” campaign called the client looking for “fiberglass roof installation”—a more affordable keyword with less competition. Then, the agency could add these keywords into their campaigns.

WhatConverts’ detailed lead data also let BOLT DMS see which leads were high-quality and which were just wasting budget. The Lead Details page revealed not only which leads were spam, but which were interested in higher-value services (e.g., a £8,000 flat roof installation vs. a £150 repair job). Then BOLT DMS could see hard revenue numbers—not just clicks and impressions—for each campaign.

Finally, BOLT DMS could use WhatConverts to make better budget decisions based on which campaigns were generating the most value for clients at the lowest cost. For instance, they could use WhatConverts data to see a clear ROI for each campaign (see table below):

With this data, they could then shift spending away from the lower ROI Campaign A towards the higher ROI Campaign B and maximize value for their client.

The Result:

“We hit a record number of leads generated. Over a 90 day period we generated £205,000 in booked work for the client (not just quote value). That was a record as well for them by a long shot.“

With WhatConverts, BOLT DMS gained a clear path to drive more meaningful results for their clients by optimizing ad spend for high-quality, high-revenue leads. The outcomes of this strategy shift were substantial:

• Increased Revenue and Improved Lead Quality: By prioritizing keywords linked to profitable services, such as “flat roof installations” and “fiberglass roofing,” BOLT DMS drove significantly higher-value leads. This adjustment led to £205,000 in booked work over a 90-day period—a record-breaking result for their client.
• Data-Driven Campaign Adjustments: With access to call recordings, BOLT DMS identified that generic keywords like “roofing near me” often drove irrelevant or low-value inquiries. Shifting the ad budget to specialized, high-intent keywords, they maximized ROI and avoided ad spend waste.
• Greater Client Satisfaction and Trust: Equipped with data to demonstrate lead quality and revenue impact, the agency transformed its conversations with clients. Rather than focusing on traditional metrics like cost-per-lead, BOLT DMS could emphasize revenue outcomes, a shift BOLT DMS described as “suddenly starting to communicate results in revenue figures rather than just Google Ads metrics.” This ability to quantify revenue impact helped solidify the agency’s role as a trusted growth partner.

Results Highlights

• Record breaking £205,000 in booked work earned in 90 Days
• Generated 94 high-quality, high-value leads in 31 days (another record)
• Discovered low-competition niche keywords from real voice-of-customer data

Want to see what kind of ROI you can achieve? Start your free 14-day trial of WhatConverts today!