Modern commercial signage company with a custom monument sign outside its office, representing a Google Ads case study showcasing how Search Pros helped increase qualified leads for a Dallas–Fort Worth sign company through PPC management.

How We Helped High Value Signs Increase Leads by 200% While Reducing Cost per Lead by 58%

 

URL: https://highvaluesigns.com/
Services Provided: Google Ads (Pay-Per Click Management)
Business Type: Business-to-business
Client Industry: Custom signage, vehicle wraps, and commercial graphics

 

Case Summary

High Value Signs, a custom signage company serving the Dallas–Fort Worth area, partnered with Search Pros in December 2025 to improve the performance of its Google Ads campaigns. After onboarding in December, January marked the first full month of campaign management.

Over the next six months, ongoing optimizations delivered strong results. Monthly leads grew from 17 to 51 (a 200% increase), the conversion rate more than doubled, and the average cost per lead dropped by approximately 58% all while maintaining a relatively consistent ad budget.

 

Bar chart showing lead growth for High Value Signs, a DFW sign company, achieved through Search Pros' paid advertising services. Total monthly leads increased from 17 in January 2026 to 51 in June 2026, including website conversions and phone calls.

 

The Challenge

When High Value Signs partnered with Search Pros, its Google Ads campaigns were generating traffic but not enough consistent, relevant inquiries.

The ads were appearing for competitor searches, low-value printing services, and generic sign-related terms that did not closely align with the company’s focus on larger commercial signage projects. The account also needed a more precise bidding strategy because services such as custom signs, outdoor signs, monument signs, channel letters, and sign manufacturing had different levels of competition and potential value.

We needed to improve traffic quality, strengthen conversion tracking, identify underperforming keywords, and give Google clearer signals about which types of leads and services should be prioritized.

Our goal was not simply to generate more clicks. It was to turn the existing Google Ads budget into a more consistent and efficient source of business inquiries.

 

The Strategy

  • Filtering Irrelevant and Low-Intent Traffic:
    We regularly reviewed search terms and added more than 130 negative keywords to exclude competitor searches, low-value products, and irrelevant traffic. This helped direct more of the budget toward users actively searching for commercial signage services.
  • Creating Service-Specific Bidding Strategies: 
    We adjusted bidding targets based on the competition and potential value of each service. Higher-value categories received more bidding flexibility, while other services were managed with tighter efficiency goals.
  • Strengthening Conversion Tracking:
    We refined conversion tracking so Google’s automated bidding focused on meaningful actions, including form submissions and phone calls. This provided a more accurate view of total lead generation.
  • Improving Keyword, Device, and Scheduling Efficiency:
    We made ongoing account improvements by pausing underperforming keywords, refining ad schedules, and optimizing device bid adjustments to improve campaign performance and maximize results.
  • Expanding Across Valuable DFW Markets:
    As performance improved, we expanded geographic targeting across additional Dallas–Fort Worth markets, helping High Value Signs reach more prospective customers within its service area.
  • Using Automation Without Giving Up Control:
     We introduced AI-assisted ad assets to improve relevance while keeping Final URL expansion disabled. This allowed us to benefit from automation while ensuring traffic continued to reach selected landing pages.
  • Continuously Improving Within a Steady Budget:
     The available monthly budget remained relatively steady throughout the engagement. As we collected more data, we shifted the budget toward proven services, locations, and higher-intent searches, generating more leads without relying on a major increase in advertising investment.

 

The Results

 

Google Ads performance dashboard for High Value Signs showing results from Search Pros' PPC campaign, including 119 conversions, 92 phone calls, 1,161 clicks, and an average cost per click (CPC) of $11.76, with performance trends displayed over time

 

Monthly Leads Tripled

From the first full month of management to the latest reporting period, total monthly leads increased from 17 to 51, representing a 200% increase.

This growth came from both major lead sources. Website conversions increased by 180%, while phone calls increased by 229%. Across the six-month period, the campaign generated 211 total measurable leads.

Cost per Lead Improved Significantly

As lead volume increased, the Google Ads cost per lead decreased by approximately 58%. Even after including Search Pros’ management fee, the all-in cost per lead declined by approximately 61%.

This shows that the account became more efficient while also generating substantially more inquiries.

Stronger Results With a Steady Budget

The monthly advertising budget remained relatively steady throughout the engagement. Actual spend was slightly lower during the initial testing period, but there was no major budget increase behind the growth.

Instead, the improvement came from better traffic quality, refined bidding, stronger conversion tracking, and continuous campaign optimization. As a result, Google Ads became a more consistent and cost-efficient lead-generation channel for High Value Signs

 

Key Takeaways

  • Better traffic quality produced better results. Filtering competitor searches, low-value services, and irrelevant terms helped direct the budget toward businesses actively looking for commercial signage solutions.
  • Continuous optimization made the existing budget work harder. Refinements to bidding, keywords, conversion tracking, scheduling, devices, and geographic targeting helped increase lead volume without requiring a major increase in advertising investment.
  • Lead quality mattered more than click volume. The goal was not simply to attract more visitors, but to generate more phone calls and form submissions from potential customers with stronger commercial intent.
  • Performance improved over time. As more campaign data became available, we were able to identify stronger opportunities and continuously improve efficiency, resulting in a 200% increase in monthly leads and a significant reduction in cost per lead.

 

Conclusion

Through ongoing Google Ads optimization, Search Pros helped High Value Signs improve traffic quality, generate more valuable inquiries, and use its existing budget more efficiently.

Monthly leads increased from 17 to 51, while Google Ads cost per lead decreased by 58% and all-in cost per lead fell by 61%. The result is a more consistent and cost-effective lead-generation channel supporting continued growth across the DFW market.

 

Ready to Generate More Leads From Google Ads?

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Get in touch to discuss how we can improve your Google Ads performance.