Green Home Systems Case Study
TL;DR
Partnering with GrowRoom, working with machine learning and adopting modern search has increased qualified leads (enquiries) by 88% whilst also outperforming the category.
The Challenge
Green Home Systems are a Scotland-based retrofit specialist, supporting homeowners in reducing energy costs through sustainable home improvements, such as installation of solar panels, heat pumps and insulations.
They operate in a highly competitive category, where rising CPCs, fragmented demand, and increasingly automated ad platforms make inefficient account structures a silent growth killer.
Prior to GrowRoom’s involvement, the paid search account had evolved organically over time. Campaigns were split too granularly, learning signals were diluted, and budget was spread thinly across overlapping setups. This limited Google’s ability to drive performance at scale.
At a category level, costs were rising and click growth had plateaued. The challenge was clear: modernise the account structure to work with machine learning, not against it.
The Strategy
GrowRoom delivered a full paid search restructure, grounded in modern search principles.
The approach focused on three core principles:
1. Strategic Consolidation
We reduced unnecessary campaign and keyword fragmentation, consolidating where intent was shared. This allowed Google’s machine learning to access richer data sets, accelerate learning, and allocate spend more efficiently while still maintaining clear intent separation between core product lines.
2. Bespoke Structure, Not “One-Size-Fits-All” Automation
Rather than defaulting to generic automated setups, the restructure was tailored specifically to Green Home Systems’ services, geographic demand, and conversion pathways. Automation was used deliberately, not blindly.
3. Alignment with Modern Search Behaviour
The restructure accounted for how users actually search today broader queries, mixed intent, and longer consideration cycles, ensuring coverage expanded without losing relevance or efficiency.
This wasn’t a cosmetic tidy-up. It was a ground-up re-architecture designed to future-proof performance as budgets scaled.
The Results
Following the restructure, Green Home Systems significantly outperformed the wider category across every core efficiency metric:
- Impressions increased by 141%, compared to just 2.5% category growth, demonstrating materially improved visibility and auction coverage.
- Cost per click decreased by 4.5%, while the category average rose by 11.3%, highlighting the efficiency gains unlocked through consolidation and improved learning.
- Clicks grew by 13.2%, outperforming a category that saw flat click growth (0%).
- Spend increased by 30%, enabling scale yet this was achieved with far stronger efficiency than the market average (+10.4%).
- Sharp up tick in qualified leads – Demand accelerated sharply following the restructure, with web-generated enquiries up 88% month-on-month and 51% versus the prior period.
In short: While the category moved in the opposite direction we were able to generate more visibility, more traffic, and better efficiency through a targeted structure.