Google Partner · Shopify Partner · Real ROAS proof, not promises
6,890
Total conversions
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Stoneks AB transformed Google Ads into a consistent lead-generation channel with high-intent Search campaigns, service and material segmentation, conversion-focused messaging, and continuous search-term optimization.
Stoneks AB
visit websiteStoneks AB provides complete project solutions including consultation, measurement, manufacturing, delivery and professional installation, serving customers throughout Sweden with a price guarantee and at least a 10-year warranty on its stone surfaces.
268K
total clicks
6,890
total conversions
SEK 410
cost per conversion
Campaign period: Q4 2021 – Q3 2026
Stone Surfaces & Kitchen Renovation
Custom countertops in granite, marble, quartz composite, ceramic, Dekton and limestone, plus complete kitchen renovation services
Lead Generation
Service-based business generating enquiries rather than eCommerce transactions
Sweden
Primary advertising and customer acquisition market
Google Ads
Primary lead generation and customer acquisition channel
Campaign objective
The campaigns focused on generating high-intent leads for stone countertops and kitchen renovations at a commercially sustainable cost while scaling over several years.
01
Generate price and quotation requests from customers actively planning stone countertops.
02
Capture kitchen-consultation enquiries from customers planning a full renovation.
03
Drive calls from prospective customers with strong purchasing intent.
04
Generate measurement and installation enquiries for stone countertops.
05
Make Google Ads a consistent lead-generation channel rather than simply a source of website traffic.
The account was transformed from a traffic-focused setup into a structured, intent-driven lead-generation system.
| Area | Before | After |
|---|---|---|
| Traffic Quality | Research-only and irrelevant traffic | Focused on customers with strong purchasing intent |
| Campaign Structure | Generic service targeting | Separated by material, product, and service |
| Keyword Grouping | Broad keyword coverage | Grouped by service, material, intent, and location |
| Landing Pages | Traffic sent to the homepage | Traffic directed to relevant material, product, and service pages |
| Ad Messaging | Generic product messaging | Conversion-focused messaging with price guarantee and 10-year warranty |
| Search-Term Management | Limited negative keyword coverage | Regular search-term review and negative keyword expansion |
| Budget Control | Uniform budget allocation | Budget managed according to the commercial potential of each category |
| Bidding Strategy | Static bidding approach | Continuously adjusted by conversion performance, device, location, and campaign data |
| Lead Cost | Unpredictable cost per enquiry | Average cost of approximately SEK 410 per conversion at scale |
| Business Impact | Google Ads as a traffic source | Google Ads as a scalable customer-acquisition channel |
Google Ads transformation · Stoneks AB · Q4 2021 – Q3 2026
Search campaigns were structured around customers actively looking for custom stone countertops, granite, marble, quartz and ceramic countertops, kitchen countertop installation, kitchen renovation services, measurement and installation, and stone splashbacks, windowsills, stairs and tiles.
Separate campaign and ad-group structures allowed budgets and bids to be managed according to the commercial potential of each category, distinguishing between customers researching stone materials, comparing countertop suppliers, requesting prices, booking measurement or installation, and planning a complete kitchen renovation.
Ad messaging emphasized Stoneks' strongest selling points including the price guarantee, at least 10 years' warranty, complete measurement and installation service, extensive selection of stone materials, fast and reliable delivery, experienced specialists, and free consultation and quotation, with strong calls to action encouraging users to request a personalized quotation.
Search terms were reviewed regularly to identify irrelevant, low-intent, informational and unprofitable queries, and negative keywords helped concentrate the budget on prospective customers more likely to need custom stonework, installation or renovation services.
Traffic was directed to relevant material, product and service pages instead of sending every visitor to the homepage, so users searching for granite countertops, kitchen installation or renovation services could reach pages matching their specific requirements.
Budgets and bidding strategies were continuously adjusted using conversion performance, cost per conversion, search intent, device, location and campaign-level data, with more budget allocated to campaigns and searches producing conversions efficiently while weaker areas were restricted or refined.
The campaigns transformed Google Ads into a scalable customer-acquisition channel for Stoneks. With 268,000 targeted visits and approximately 6,890 tracked conversions, the account consistently connected the company with people actively researching countertops, stone installation, quotations and kitchen-renovation services. Most importantly, the campaigns maintained an average cost of approximately SEK 410 per conversion while operating at substantial scale. SEK 2.83 million in advertising spend generated approximately 6,890 conversions at an average cost of only SEK 410 per conversion, building a measurable and sustainable lead-generation channel for the business.
268K
Total Clicks
Targeted visits generated
6,890
Total Conversions
Tracked conversions generated
SEK 410
Cost Per Conversion
Average cost per conversion
Period
Q4 2021 – Q3 2026
Performance tracked across active campaigns
