A supplier of furniture and fit-out products to schools needed a predictable pipeline of enquiries from decision-makers and procurement teams. Google Ads gave them a way to reach buyers at the moment they were specifying and purchasing, and we built and managed the account to deliver that pipeline at a cost per lead that made sense.
The brief
Selling to schools is a long, procurement-led process. The buyers are business managers, site managers and procurement teams working to budgets and term dates, and they search in a very particular way, by product type, by quantity and by compliance requirements. The supplier wanted enquiries from those people, not casual browsers.
The brief was a Google Ads account that produced a steady flow of qualified leads, with spend measured against cost per lead rather than clicks.
What we did
We built targeted Search campaigns around product and buyer intent, separating the terms a procurement team uses from the terms a parent or teacher might use, and writing ad copy that spoke to the professional buyer. Shopping campaigns put individual products in front of people searching for specific items, with pricing and imagery visible before the click.
Each campaign was matched to purpose-built landing pages rather than the general site, so the page a buyer arrived on reflected the product or category they had searched for and led straight to an enquiry or quote request.
With conversion tracking in place from day one, we optimised the account toward cost per lead, shifting budget to the campaigns, products and search terms that produced enquiries and cutting the ones that did not.
Why it works
Search and Shopping together cover both ends of the buying process: Shopping catches buyers comparing specific products, Search catches those researching a category or a fit-out. Landing pages that match the search remove the friction between the ad and the enquiry.
Optimising to cost per lead rather than traffic keeps the account honest. Every pound of spend is judged on whether it produced a conversation with a school.
The result
The account has generated over 10,000 conversions and more than £400,000 in sales pipeline from schools and procurement buyers, giving the supplier the predictable flow of enquiries it set out to build.
Frequently asked questions
Do you run Google Ads for suppliers to the education sector?
Yes. We manage Search and Shopping campaigns for businesses selling to schools, colleges and other institutions, and understand the procurement-led way those buyers search.
How do you measure success on a Google Ads account?
We track conversions such as enquiries, quote requests and calls, and manage the account toward cost per lead or return on ad spend rather than clicks.
Do we need separate landing pages for ads?
Usually yes. Pages built around the search intent convert better than a general home page. We can build them as part of the campaign setup.
Are you a Google Partner?
Yes. Pure Marketing is a Google Partner agency based in Birmingham and London, working with clients across the UK.
Are there long contracts?
No. Our Google Ads management runs on rolling monthly terms, and we start with a free audit of your existing account or market.