NexaMax Garages Google Ads Case Study: 1,447 Enquiries in Watford
Google Ads generated 1,447 website enquiries at an average cost of £16.20 for NexaMax Garages in Watford.
NexaMax Garages is an auto service business in Watford, near London. Google Ads helped bring more relevant local traffic to its website and generate enquiries for car maintenance and repair services.
The objective
Build a steady flow of local enquiries
Generate a consistent stream of potential customers through paid traffic, give the sales team regular enquiries at a target cost, and reduce CPL as campaigns are optimised.
Google Ads launch
NexaMax Garages is an auto service business in Watford, near London. Before working with us, it promoted itself only on social media and did not have a website or run search advertising. Our task was to launch Google Ads, bring relevant visitors to the website and attract new customers. Across Search and Performance Max, the campaigns generated 1,447 website enquiries, including messages, form submissions and calls, at an average cost of £16.20. Services promoted included timing belt and chain replacement, wet belt replacement, oil and filter changes, gearbox repairs, wheel alignment, and Land Rover and Jaguar servicing.
The challenge
We needed to build a reliable flow of enquiries from potential customers, provide the sales team with regular leads at a target cost, and lower CPL as the campaigns improved.
Conversion tracking and first campaign tests
Optimisation and early gains
After collecting the first search terms and clicks, we removed irrelevant queries and adjusted keyword bids. Since the account had no search history or conversion data for bidding, we began with manual keyword bidding. The first website enquiries came in at £48. After the first week, we switched to Maximise Conversions. A month of optimisation reduced CPL by £9. We then increased budgets and added Performance Max alongside Search. Over time, Search CPL fell to £17.50, which was £30 lower than at launch.
Testing a new Performance Max goal in autumn and winter 2025-2026
Search campaigns were generating more enquiries, while Performance Max was underperforming. We relaunched the campaign with a different optimisation goal: calls from the website. Once it completed the learning period, conversions began to come in and gradually increased. In the final month, Performance Max became one of the leading sources of website enquiries, averaging £11 per enquiry compared with £17.50 from Search.
Google Search ad creatives
Results in numbers
£23,461
Total ad spend
1,447
Website enquiries from Search and Performance Max
£16.20
Average cost per enquiry from Google Ads
Results and next steps
- Continue improving website traffic by reviewing search terms and adjusting bids by observed audience, age and gender data.
- Gradually scale campaign budgets. At the time of the source case, daily ad spend was £98.
- Test additional audience signals in Performance Max.
- Expand Search keywords based on queries that have already generated enquiries.
- Consider call tracking to report website calls without delay and identify qualified enquiries without relying on daily feedback from the sales team. Better call data can support campaign optimisation and lower lead costs.
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