Case study

How a recycling business got 75% more quote requests

We ran Google Ads and Meta Ads for a business in the recycling industry that needed more quote requests. Campaigns built around real purchase intent grew the number of quote requests by 75%, improved lead quality and lowered CPA.

Google AdsLanding page optimisationRemarketingMeta AdsNot disclosed

+75%

quote requests

Industry: Recycling
Market: Not disclosed
Channels: Google Ads, Landing page optimisation, Remarketing, Meta Ads

The client and the goal

The client is a business in the recycling industry. We keep the name private, and the results below are shown as reported.

The goal was simple to state: increase the number of quote requests. The client needed a strategy that would do that effectively, in an industry where paid advertising does not work the way it does for a typical online shop.

The challenge: attracting customers in recycling

The recycling industry does not work like typical ecommerce. Customers often look for service providers in a non-standard way, and traditional ads do not always generate conversions.

That puts purchase intent at the centre. The campaign had to find people who were ready to ask for a quote, not everyone who might have a passing interest in recycling.

What we did: targeting purchase intent

We built the campaign around purchase intent. Four workstreams carried it.

Precise Google Ads campaigns
We used keywords that really convert, in Search campaigns aimed at people actively looking for a supplier.
A landing page optimised for conversion
We simplified the process of submitting a quote request. Fewer steps between interest and enquiry support conversion, and a CRO audit is where we start when a page is not converting.
Remarketing to interested users
We reached again the people who had visited the site, using remarketing.
Creative tests in Meta Ads
We tested different ad messages in Meta Ads to optimise the communication.

Results

+75%

quote requests

Lower

CPA

Higher

quality of enquiries

What drove the results

Quote requests. The 75% increase in the number of quote requests came from more effective Google Ads campaigns.

Lead quality. Precise targeting removed users of low value, so the requests that arrived were worth more to the client.

Acquisition cost. CPA was lower because the advertising budget was managed more efficiently.

How the pieces fit together. Keywords capture intent, the landing page turns a visit into a request, remarketing brings back visitors who did not act, and the Meta Ads tests refine the message. Each step cuts waste between the first click and the quote request.

Key terms

The terms used in this case study, in plain language.

Term	What it means
Performance marketing	An advertising strategy focused on measurable results.
Remarketing	Reaching again users who showed interest in the offer.
Landing page	A page optimised for conversion.
Meta Ads	Ads on Facebook and Instagram.
Conversion	A user action that leads to a quote request.