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Case study · Google Ads & Meta Ads managementLifewood sells timber flooring. When we started 12 months ago, website issues were holding back conversion rates, Google Ads couldn’t tell a qualified lead from a form fill, and the Meta Ads strategy needed an overhaul. We fixed all three, connecting HubSpot to Google Ads so the spend now goes where the quality is.
Qualified leads in the quarter we started (Q3 2025), compared with the same quarter a year later (Q3 2026).
Mark HutchisonOwner, LifewoodJeremy has been a hard working and responsible paid media operator for us and in his less than 1 year period he has managed to rectify some very dubious account setups for both meta and Google. His results speak for themselves and he has been the hardest most dedicated agency we have ever worked with. On top of that he is a very good man with great family values. We love having him on our team.
For a timber flooring business, the number that matters is qualified leads: people genuinely in the market for new floors, not just anyone who fills in a form.
When we came on board, Mark described the existing ad accounts as having “very dubious account setups”. Three things were holding results back: website issues that were hurting conversion rates, no view of lead quality inside Google Ads, and a Meta Ads strategy that wasn’t focused on getting people into the showroom.
So Google Ads could count form fills, but not which campaigns produced the leads Lifewood actually wanted.
Better conversion first, then better data, then putting the budget where the quality is.
Issues on the website that were holding back conversion rates, so paid traffic wasn’t turning into enquiries as well as it should.
We identified the issues and helped Lifewood’s team resolve them, so more of the people who click through actually get in touch.
Google Ads could see form fills, but not which of them became qualified leads or customers.
We implemented qualified lead and customer tracking from HubSpot into Google Ads, so we can see which campaigns drive good-quality leads, not just form fills.
Without lead quality data, every form fill looked equally valuable, wherever it came from.
With HubSpot data in Google Ads, we focused the spend on the campaigns and areas driving genuinely qualified leads.
A Meta Ads strategy that wasn’t built around getting people into Lifewood’s showroom.
We overhauled the Meta Ads strategy to focus on driving people into the showroom to see the floors in person.
The path an enquiry takes now, from the first click to where the next dollar is spent.
They find Lifewood while looking for timber flooring.
A website that’s been fixed to convert turns more of those clicks into enquiries.
Lifewood’s team qualifies the lead in HubSpot, and later marks who becomes a customer.
Qualified leads and customers flow back into Google Ads against the campaign that drove them.
Then back to step 1: spend goes to the campaigns driving quality, not just form fills.
Before, every form fill looked the same inside Google Ads, whether it came from someone ready to buy new floors or not. That made it impossible to tell the strong campaigns from the weak ones.
With qualified lead and customer data flowing in from HubSpot, we could see which campaigns were producing genuine quality, and focus the spend there. Our conversion tracking guide covers how imports like this are set up.
Comparing the quarter we started with the same quarter a year later, Lifewood is getting three times as many qualified leads.
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