We scaled a metalworking business's lead flow 6×
How we took Stalone's Google Ads from a standing start to more than six times the quarterly leads at peak — while cutting cost per lead by more than half — on a Performance-Max-led build, on a flat fee.
The partner
Stalone is a Ukrainian metalworking business — metal cutting and finished metal products. It's a considered, quote-led category: buyers compare on capability and price, and every inquiry has real commercial value. The account was starting from scratch and needed to build a predictable pipeline of qualified inquiries, at a cost per lead the business could plan around.
Goals
- Build a steady pipeline of qualified inquiries from a standing start.
- A cost per lead the business could plan and scale around.
- Capture high-intent demand from buyers actively searching for metalworking services.
- Accountable tracking — every form and call measured, so bidding optimizes to real inquiries.
- Room to scale spend as the pipeline proved out, without the fee scaling with it.
Strategy
We built the account from the ground up as a system: high-intent Search to capture people looking for metal cutting and fabrication right now, and Performance Max to open up reach and scale the volume once the tracking proved which inquiries were real.
- 01
Built the account by intent
A dedicated Search campaign for high-intent metalworking queries, a Dynamic Search campaign to cover the long tail of product and service terms, and Performance Max to expand reach — each with its own job instead of competing in one blur.
- 02
Fixed the measurement first
Before scaling, every inquiry — form submissions and calls — was tracked as a conversion, so Google's bidding had a real signal to optimize toward: qualified leads, not raw clicks.
- 03
Owned high-intent search
Search and DSA captured buyers actively looking for metal cutting and finished products. Tight query control and negatives kept spend on real commercial intent.
- 04
Scaled reach with Performance Max
Once tracking proved which inquiries converted, Performance Max became the volume engine — expanding reach across Google's inventory while bidding to the inquiries that mattered.
- 05
Optimized weekly, then scaled the budget
Bids, budgets, search terms and assets were reviewed on a weekly loop. As the cost per lead held, monthly investment scaled and the pipeline grew with it toward a peak quarter.
Results
Over the scale-up, quarterly leads grew from the launch quarter to a peak of more than six times the volume, while cost per lead fell by more than half — with Performance Max driving the reach and Search holding the high-intent demand.
Lead momentum
Leads per quarter · % change vs the launch quarterThe team
A senior-run Google Ads pod: strategy & account lead and a PPC specialist on daily optimization — the same people, on a flat monthly fee.
Metrics shown as relative growth. Absolute account figures are kept confidential.
More from Home & renovation
Turned a stalled kitchen-furniture account around — nearly 5× the leads in a single quarter while cutting cost per lead by four-fifths, on a restructured Search + Smart build.
Search + Smart · read case →Scaled a Hawaii repair service's inquiries more than 3× while cutting cost per lead, on a search-led island-by-island build.
Search + PMax · read case →Runs a foam-concrete brand's demand on Performance Max reach plus high-intent search across a niche building material.
PMax + Search · read case →Book your free audit.
No pitch.
We connect to your account, review the numbers live, and show you exactly what's working — and what isn't. If it's solid, we'll say so. If not, we'll show you precisely what we'd change and why.
Book my free audit →