Results
Published results, their limits, and what they mean for a UK account
Four engagements are described here. None of them is British yet, so each one ends with the part that carries over to a UK business, and each says plainly what a reader can and cannot verify.
Home services: an HVAC and plumbing business in Houston, Texas
Google Ads Search · May 2025 to February 2026 · around US$20,000 a month · working directly with the owner.
Starting point
Local home services in one of the priciest auctions in the United States, with core searches costing US$45 to US$80 a click and demand rising and falling with the weather. Emergency call-outs and full system replacements shared a single campaign, so the cheaper, urgent jobs soaked up budget meant for installations. Every phone call counted as a conversion, whether or not it turned into work, so the account was optimising for the phone ringing rather than for booked jobs.
What changed
- Campaigns split by type of job, so emergency repairs, replacements and maintenance each had their own budget, bids and landing page.
- Measurement rebuilt so that a booked job and a phone call were separate events, with each call traced back to the search behind it.
- A weekly pass through the search terms, adding exclusions the account had gone months without.
- Steady testing of adverts and landing pages, one challenger against one control at a time.
- Location and audience settings brought into line with the area the engineers actually covered.
Outcome
Cost per acquisition came down 44% and qualified leads went up 60% across the engagement, on roughly US$20,000 of monthly spend.
How much of this can be checked
The figures come from the Google Ads account and the reports delivered during the engagement. Nobody independent has audited them, the client has not published a testimonial, and the comparison window and conversion definition are not given here. The engagement and its dates can be matched against the fuller write-up on diwizi.com. Account structure, keyword lists, lead volumes and revenue stay confidential. A reference is available for serious enquiries if the client agrees.
The UK version of this account
Swap air conditioning for boilers and it looks very familiar: emergency boiler repair and new boiler installation fighting over one budget, calls counted whether or not an engineer is booked, and postcodes mattering more than keywords. UK clicks are cheaper, which makes the same waste easier to overlook rather than smaller.
Software: Pontomais, time-tracking and HR software in Brazil
Paid media, mainly Google Ads · startup stage · eight months.
Pontomais sold time-tracking and HR software to Brazilian businesses and was up against larger, better-funded rivals on the same searches. The brief was to make paid search the main source of new customers without matching their budgets: keywords confined to buying intent, landing pages designed around the trial and demo request, and tracking that followed each lead through to a signed contract.
Sales rose 600% in eight months, with most of the new business coming from Google.
Taken from the company's own sales reporting at the time and not audited independently. Budgets, cost per acquisition and contract values are not published.
For a UK software business: the order of work is the same. Measure trials and demos through to paying accounts, bid on the searches buyers make rather than those made by students and job-seekers, and build each landing page around the trial or the demo.
Education: one of the largest private school groups in Brazil
Enrolment campaigns · client not named.
The target was 5,000 new students. It was met three months ahead of the deadline, with paid media carrying families from the first search through to an enrolment enquiry.
Budgets, cost per enrolment and results by campus are confidential.
For UK schools, colleges and training providers: enrolment runs to a hard deadline, so demand has to be built before the intake rather than during it, and the campaign calendar is set by the admissions timetable, not by the media plan.
Regulated categories: Underscore Marketing, a US pharmaceutical agency
From September 2023 to March 2024 I worked as a freelance paid media operator for Underscore Marketing, on Google Ads and paid social accounts run under the agency's name, across oncology, rare disease and gene therapy brands. Product names, budgets and results stay confidential under the agency's NDA.
For UK healthcare advertisers: the rules are different here, since prescription medicines cannot be advertised to the public at all and health advertising sits under the CAP Code and Google's own healthcare policies. The discipline carries over unchanged: every advert and landing page is written to be approved first time, with claims that can be substantiated.
Published research
Two pieces of first-party research are public on the consultancy's main site: the Paid Media Cost Index, a median Google Ads cost-per-click benchmark across six US industries with its method and date, and a series of ad spend teardowns built from public advertiser data.
Questions people ask before hiring
Why is there no UK case study?
Because none can be published yet with dates and limits attached. Rather than write a vague one, this page shows engagements that can be described properly and what each means for a UK account. The first UK engagement that can be written up the same way will be added here.
Why are some clients not named?
Much paid media work sits under NDAs or compliance rules. Where a client cannot be named, the sector, the scale and the result are given and nothing more. A few engagements with their limits spelled out are worth more than a long list with the limits hidden.
Can I speak to a previous client?
For serious enquiries, yes, provided the client agrees. Mention it in the form or on the call.
What will you promise before seeing my account?
No figure. Anyone who quotes a result before looking at the account is guessing. What I commit to is the order of work: tracking first, then wasted spend, then structure, then testing, with each step reported in writing so you can see what moved.
Related services
Tell me about the account
Spend band, site and what is not working. You get a straight answer on whether I can help, what I would do first and a price range. No proposal deck, no sales follow-up sequence.