FAIZI Metals · Scrap metal collection and recycling · Melbourne, VIC
FAIZI Metals: nearly 1 in 5 Google Ads clicks became an enquiry
FAIZI Metals turned nearly 1 in 5 Google Ads clicks into a tracked call or quote form in the last 60 days, and pickup searches did better still. Searches asking for scrap to be picked up or collected were about a fifth of clicks but brought in 29% of enquiries. Car and vehicle searches did the opposite, and those ad groups are now paused.
The advertising covers materials and collection work.
Materials
Copper
Aluminium
Steel and iron
Brass and stainless steel
Show all 6 services+
Batteries
Vehicles and engines
Collection work
Scrap-metal collection
Commercial and industrial scrap
Factory and commercial strip-outs
The results
Results for FAIZI Metals.
Each result shows its reporting period. Open a tile for the measurement basis.
Headline result
Nearly 1 in 5
Google Ads clicks became a tracked call or quote form
Last 60 days
How it was measured
Tracked phone calls from the ads plus quote forms sent from the website after an ad click, divided by Google Ads clicks over the same 60 complete days. Taps on a call button that did not become a tracked call are not counted.
1.4×
Click-to-enquiry rate for scrap pickup searches against all other searches
Last 60 days
How it was measured
Enquiries divided by clicks for searches asking for scrap to be picked up, collected or removed (car removals left out), divided by the same rate for every other search Google reports for the account over the same days. Rounded down.
29%
Share of enquiries from scrap pickup searches, from 22% of clicks
Last 60 days
How it was measured
Enquiries from searches asking for scrap to be picked up, collected or removed, as a share of all enquiries from the searches Google reports for the account, beside the same searches' share of clicks. Google does not report every search.
1.5×
Click-to-enquiry rate on weekdays against weekends
Last 60 days
How it was measured
Enquiries divided by clicks for Monday to Friday, divided by the same rate for Saturday and Sunday. Days follow the ad account's clock, two to three hours behind Melbourne. Rounded down.
90%
Share of Google Ads clicks from mobile phones
Since ads began
How it was measured
Clicks from mobile phones as a share of all Google Ads clicks since the ads began. Tablets and computers make up the rest.
How we measured +
The headline covers the last 60 complete days. Enquiries are tracked calls and forms sent after an ad click; phone-number taps are excluded. Earlier reporting primarily recorded forms, so historical conversion rates use a different call-tracking basis from recent rates.
In one minute
The 60-second version
FAIZI Metals, from the brief to the result in 5 short slides.
01 The business
A Melbourne scrap metal buyer that collects
FAIZI Metals buys and collects scrap across Greater Melbourne: copper, brass, aluminium, cable, stainless steel, steel and iron and batteries, from households, trades and businesses clearing a site.
02 The problem
Grow the search account without losing enquiry quality
The account had to grow while still finding real loads of scrap. Calls from the ads also had to be counted as calls, not as taps on a button, so the numbers reflected real conversations.
03 What we built
Ad groups by metal, by job and by type of customer
Separate ad groups answer copper, aluminium, steel and iron, brass, batteries, general collection, getting paid for scrap and commercial and industrial scrap, plus a smaller campaign for Melbourne suburbs.
04 What happened
Nearly 1 in 5 clicks became an enquiry
In the last 60 days, nearly 1 in 5 Google Ads clicks became a tracked call or quote form. Weekday clicks did 1.5 times as well as weekend clicks.
Nearly 1 in 5clicks became a tracked call or quote form, last 60 days
05 What we learned
Pickup searches pull their weight; car searches do not
Searches asking for a scrap pickup brought in 29% of enquiries from about a fifth of clicks. Car and vehicle searches took 11% of clicks for 2% of enquiries, and those ad groups are now paused.
29%of enquiries from scrap pickup searches
01 / 05
Insights
What the data showed
Details from the FAIZI Metals project. Open a card for the finding and its source.
Service01
29%
Searches asking for a scrap pickup were 22% of clicks but brought in 29% of enquiries.
Share of clicks22%
Share of enquiries29%
People who want their scrap collected turned clicks into enquiries 1.4 times as often as everyone else. Most of those searches were answered by the collection ad groups and the commercial and industrial scrap ad group. Collection is the first place to add budget.
Source and basis. Clicks and enquiries from searches asking for scrap to be picked up, collected or removed (car removals left out), each as a share of all searches Google reports for the account, last 60 days. Google does not report every search. The 1.4 times compares their click-to-enquiry rate with every other reported search, rounded down.
Search02
2%
Car and vehicle searches took 11% of clicks but brought in 2% of enquiries.
Share of clicks11%
Share of enquiries2%
Searches about scrapping a whole car or its engine drew plenty of clicks but rarely became an enquiry. The same pattern showed in the earlier months of the account, and the vehicle ad groups are now paused.
Source and basis. Clicks and enquiries from the car and vehicle ad groups, each as a share of the account total, last 60 days.
Timing03
1.5×
Weekday clicks became enquiries 1.5 times as often as weekend clicks.
Weekend clicks1×
Weekday clicks1.5×
Weekends took 29% of clicks but produced 21% of enquiries, and Sunday was the weakest day of the week. Weekend ads still bring in work, so they stay on, but weekends are the place to trim first when budget is tight.
Source and basis. Enquiries divided by clicks for Monday to Friday, divided by the same rate for Saturday and Sunday, last 60 days. Days follow the ad account's clock, two to three hours behind Melbourne. Rounded down.
Measured improvements
What improved in FAIZI Metals’ account
Latest full month compared with the first full month Enquiries are recorded calls or submitted forms; booked jobs are a separate outcome.
ad spend, with enquiries up 5.5×, so each enquiry cost less
3.7×Latest full month compared with the first full month
click-to-enquiry rate
7.4% → 13.2%Latest full month compared with the first full month
cost per enquiry
−33%Latest full month compared with the first full month
Before and after — each row against its own starting point
Monthly ad spendMultiple of the starting month
Start 1×Latest 3.7×
Latest full month compared with the first full month
Monthly enquiriesMultiple of the starting month
Start 1×Latest 5.5×
Latest full month compared with the first full month
Click-to-enquiry rateRate
Start 7.4%Latest 13.2%
Latest full month compared with the first full month
Cost per enquiryIndex: starting month = 100, lower is better
Start 100Latest 67
Latest full month compared with the first full month
29% of enquiries were phone calls
90% of ad clicks came from mobile
How we did it
Built the account to scale by job and by place
We built campaigns around the jobs the business wants, organised into 26 ad groups and 722 keywords. Budget can then be added where a service or suburb is proven, instead of raising everything at once.
Cut the searches that were never going to book
407 negative keywords now block job-seeker, free-help and out-of-scope searches, and 2,779 unique search terms have been read and sorted. Money that used to buy the wrong clicks now buys the right ones.
Matched every ad to the job searched
67 responsive search ads are live, each written for the ad group it serves — the problem, the service and the next step — so more of the people who click go on to call or enquire.
Each change uses the comparison period shown beside it.
Website development · FAIZI Metals
We built their website, too.
Explore the website we designed for FAIZI Metals: the pages, the mobile experience and the path to an enquiry.
Explore FAIZI Metals’ website, from the first impression to the details.
Use the left and right arrow keys to browse screenshots. Home goes to the first screenshot and End goes to the last.
Give a specific material its own buying page — The copper page names the material and relevant grades before the enquiry. The same form remains available, connecting the specialist explanation to the customer’s load.
01 / 02 · Give a specific material its own buying page — The copper page names the material and relevant grades before the enquiry. The same form remains available, connecting the specialist explanation to the customer’s load.
The case study
The project, connected.
The brief, the work and what it delivered.
The starting point
FAIZI Metals
FAIZI Metals is a Melbourne scrap metal buyer and collector, taking copper, brass, aluminium, cable, steel, batteries and commercial strip-outs from households, trades and businesses.
Scrap metal collection and recycling · Melbourne, VIC
SoudCoh services
Google Ads management
Enquiry tracking
Website design and landing pages
What we put in place
The campaign work
Search ad groups by metal, by job and by type of customer, including commercial and industrial scrap.
A smaller campaign for searches naming Melbourne suburbs.
Tracked calls and quote forms traced to the ad, with taps on a call button kept apart from real calls.
A review of enquiries by search theme and day of the week; the car and vehicle ad groups are now paused.
What the project delivered
The outcome
Nearly 1 in 5 Google Ads clicks became a tracked call or quote form in the last 60 days, and searches asking for a scrap pickup brought in 29% of enquiries from about a fifth of clicks.
FAIZI Metals turned nearly 1 in 5 Google Ads clicks into a tracked call or quote form in the last 60 days, and pickup searches did better still. The account grew by sorting searches into the kinds of scrap people actually have, then putting more weight behind the ones that turn into enquiries.
The business
FAIZI Metals buys and collects scrap metal across Greater Melbourne. It takes copper, brass, aluminium, cable, stainless steel, steel and iron and batteries, from households, trades and businesses clearing a site. Customers describe the load in a quote form, with the type of scrap, the quantity and the location, or they ring.
Nine in ten clicks on the ads came from a phone, so the pages behind the ads keep the call button and the quote form within easy reach.
What we set out to do
The brief was to grow the search account without letting the share of clicks that become enquiries fall away. That meant learning which searches bring a real load of scrap and which only bring clicks, and counting calls from the ads as calls rather than as taps on a button.
What we built
The account is organised around what people want to get rid of. Separate ad groups answer copper, aluminium, steel and iron, brass and stainless steel, batteries, general scrap collection and pickup, searches about getting paid for scrap, and commercial and industrial scrap. A smaller campaign answers searches that name a Melbourne suburb.
Search ads for scrap collection, with call and directions buttons on the phone screen.
Every quote form and tracked call from the ads is traced back to the ad group that produced it. Calls from the ads have been tracked as calls since the later months of the account; before that, most calls were recorded only as taps on a call button, so enquiries were almost all quote forms. The website behind the ads is covered in the FAIZI Metals website case study.
What happened
In the last 60 days, nearly 1 in 5 Google Ads clicks became a tracked call or quote form. The measured results on this page compare the first full month of ads with a later full month, as the account scaled up.
Weekdays carried the account. Monday to Friday clicks became enquiries 1.5 times as often as weekend clicks, and Sunday was the weakest day of the week.
Pickup searches earn their place
Searches asking for scrap to be picked up or collected were 22% of the searches Google reports in the last 60 days but brought in 29% of enquiries. They turned clicks into enquiries 1.4 times as often as every other search. Most were answered by the collection ad groups and the commercial and industrial scrap ad group. Collection is the first place to add budget.
Car searches drew clicks but not enquiries
Searches about scrapping a whole car or its engine took 11% of clicks in the last 60 days but brought in 2% of enquiries. The same pattern showed in the earlier months, and the vehicle ad groups are now paused.
Weekends are the first place to trim
Weekends took 29% of clicks but produced 21% of enquiries. Weekend ads still bring in work, so they stay on, but when budget is tight they are the place to trim first.
How we measured it
An enquiry is a tracked phone call from the ads or a quote form sent from the website after an ad click. Taps on a call button that did not become a tracked call are not counted. No job outcomes are recorded for this account, so this page reports enquiry rates rather than a return on ad spend. Car and vehicle searches are grouped by the ad group that served the ad, pickup searches by the search itself, and rates are rounded down.
The definitions behind the campaign results, from enquiries and conversion rates to advertising spend.
Conversion
An action recorded under the account’s conversion setup, such as a tracked call, form submission, booking or purchase. Platform call/form enquiries are described separately in the study; repeat calls can be separate events, so enquiries are not necessarily unique people.
Cost per job · cost per lead
Advertising spend divided by the relevant recorded enquiry or job count. The study identifies the denominator. Enquiry cost is considered alongside lead quality and job value.
Conversion rate
Recorded conversion actions divided by ad interactions, usually clicks. The study identifies which actions count toward its rate.
Ad spend
Money spent on the advertising platform. The enquiry costs and revenue-to-ad-spend figures here exclude agency fees and the cost of delivering the client’s service.
The measurement window
The period covered by the result, with spend and outcomes drawn from the same reporting window.
A starting point
Starting values appear beside the resulting figure when the account history is available.
Qualified lead
An enquiry assessed against the agreed service, service area and customer requirements.
An anonymised client
A project published without the client’s name. The page identifies its sector and explains the scope of the work.
We define the outcomes to track, test the enquiry paths and use what we learn to guide campaign improvements. SoudCoh Compound explains how that work is organised.
We agree which calls, forms, bookings or sales count as a result, and a real test enquiry goes through every tracking path before the campaign goes live.
The number it moves: Waste blocked before the first click
Every change on an account like this one is written to that client's change history, and what it teaches, never the client's numbers, goes into the next account's starting point.
Start with your goals and current setup. We review the opportunity, agree the work and plan the next stage with you.
The call
Thirty to forty-five minutes, free
We discuss your services, customers, website and goals, then identify the most useful next step.
Week 0
The audit
We review your website and advertising, then set out the opportunities, priorities and recommended scope.
Week 1
The build
Everything the account needs before it can spend a dollar: what it will bid on, what it must never pay for, the ad copy, the assets, the landing pages and the tracking. It waits in our approval queue, and a real test enquiry goes through every tracking path before anything is live.
Day one
You press go
Campaigns are created paused, every time, so you can read the whole build first. You activate when you are ready, not when we are.
Days 1–14
The clean
We review search terms, exclude irrelevant searches and refine keywords and ads using the early campaign data.
From there
Rhythm
Regular optimisation and reporting, with reviews of lead quality, customer value and where to focus the next stage of work.
Before you ask us anything
Here is what everybody asks first.
FAQ
The questions this raises.
How the results were measured and how the approach could apply to your business.
How was the nearly 1 in 5 figure for FAIZI Metals worked out?
We took every tracked phone call from the ads and every quote form sent after an ad click over the last 60 complete days, and divided by the Google Ads clicks over the same days. The result was just under 18%, which we describe as nearly 1 in 5. Taps on a call button that did not become a tracked call are left out.
What happened to the car and vehicle ad groups?
Searches about scrapping a whole car or its engine took 11% of clicks in the last 60 days but brought in 2% of enquiries, and the same pattern showed in the earlier months. Those ad groups are now paused, so the budget stays on scrap metal.
Should weekend ads be switched off?
No. Weekend clicks still produced enquiries, just at a lower rate: weekday clicks did 1.5 times as well. Weekends are the first place to trim when budget is tight, rather than something to switch off.
What did SoudCoh deliver for FAIZI Metals?
Search ad groups by metal, by job and by type of customer, including commercial and industrial scrap. A smaller campaign for searches naming Melbourne suburbs. Tracked calls and quote forms traced to the ad, with taps on a call button kept apart from real calls. A review of enquiries by search theme and day of the week; the car and vehicle ad groups are now paused.
What do the results in this FAIZI Metals case study measure?
Campaign results describe the enquiries or job outcomes reported for the client. Each figure identifies what it measures.
Which records support these results?
Result basis: Last 60 days. The labels distinguish advertising conversions, call/form enquiries and won-job revenue. Enquiry events can include repeat calls; booked jobs are reported separately.
Would this work for my business?
We assess your service area, competition, margins and customer value, then build a plan around the opportunities in your business. The first call establishes the priorities, budget and tracking for that work.
How would you plan this for my business?
We start with your goals, service area, competition and customer value. From there, we recommend the channels, website improvements and tracking that fit your next stage of growth.
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