Ash Waste Services Case Study

Improving Lead Quality Through SEO and Google Ads

Client: Ash Waste Services
Services: Google Ads management, paid-search strategy and SEO
Focus: Better ROI, stronger local visibility and more valuable enquiries

Ash Waste Services needed a more effective way to generate enquiries from people actively searching for waste-management services. The priority was not simply to increase clicks, but to improve the quality of leads, reduce wasted advertising spend and build a more sustainable presence in organic search.

The Work

I managed and developed a joined-up Google Ads and SEO strategy, aligning both channels around the services, locations and searches most likely to produce commercially valuable work.

• Restructured and refined Google Ads activity to improve targeting, keyword relevance and budget efficiency.
• Reviewed search terms and introduced tighter controls to reduce irrelevant clicks and wasted spend.
• Improved ad messaging to better match customer intent and encourage more relevant enquiries.
• Focused landing-page and conversion performance on making it easier for prospective customers to take action.
• Delivered SEO improvements to strengthen organic visibility and support longer-term lead generation.
• Used paid-search insight to inform SEO priorities, creating a more connected search strategy rather than treating the channels separately.

Outcome

The approach was designed to improve return on investment from Google Ads while strengthening Ash Waste Services’ ability to attract potential customers through organic search. By focusing activity on higher-intent searches, the business could pursue a more efficient and reliable pipeline of inbound enquiries.

“The focus was on making search marketing work harder: cutting wasted paid-media spend, improving the relevance of enquiries and building lasting visibility through SEO.”