Faizi Metals - 170 Leads in 4 Weeks With a New Website and Google Ads
Automotive & Transport
The short version
See how SoudCoh helped Faizi Metals generate 170 conversions in 4 weeks through a new website build and targeted Google Ads campaign for scrap metal collection in Melbourne.
The result.
170
Conversions
8,320
Impressions
828
Clicks
7
Phone Calls
A$1,535
Total Ad Spend
A$9.03
Cost Per Conversion
- Industry
- Automotive & Transport
- Discipline
- Lead Generation
- Services
- Google Ads · Lead Generation · Landing Page Design · Automotive & Transport
Every figure above was read out of this client's live account and is reproduced exactly as the study publishes it. It is a record of what happened on one account, in one market, at one budget — not a forecast for yours.
What would this look like on your account?
Different market, different budget, different numbers. The first call is where we work out whether the same approach fits yours at all.

The case study
About Faizi Metals
Faizi Metals is a Cranbourne-based scrap metal yard buying copper, aluminium, steel, scrap cars and engines across Melbourne's south-east. SoudCoh built a conversion-ready website and launched a Google Ads campaign that delivered 170 conversions and 7 phone calls in 4 weeks on just A$1,535 in ad spend.
The Challenge
High-intent searches like "cash for scrap metal near me" demand instant clarity. Faizi Metals needed a website that converts and ads that capture local sellers at the exact moment they are ready to act.
Website Was Not Converting
Key details like accepted materials, payment process and Cranbourne location were buried. Visitors left without enquiring.
Crowded Melbourne Competition
Competitors bid aggressively on "scrap metal collection", "cash for scrap metal" and "sell scrap copper". Standing out required sharper copy and a better landing experience.
Price-Sensitive Sellers
Scrap metal sellers want top dollar now. Vague pricing language loses them to competitors who communicate value faster.
Mixed Search Intent
Many searches are informational. We needed to filter for sellers actively ready to enquire, not just researching prices.
Our Strategic Approach
SoudCoh built a complete scrap metal lead generation system - a conversion-focused website paired with intent-based Google Ads targeting across Melbourne's south-east corridor.
Service-Focused Ad Groups
Dedicated ad groups for Scrap Metal Collection, Cash and Price, Copper, and Scrap Vehicles directed each search to the most relevant landing page. The Scrap Metal Collection group alone drove 93 conversions at A$9.27 each.
A Website Built to Convert
Mobile-first design with prominent CTAs, trust signals and clear pathways to enquire. Cranbourne location, accepted materials and payment process visible without scrolling.
Ad Copy That Mirrors Buyer Intent
Headlines like "Get Paid for Scrap Metal", "Serious Cash for Scrap Metal" and "Cash Buyers for Metal Scrap" matched real seller language. Call extensions enabled instant phone contact from search results.
Tracking and Optimisation
Full conversion tracking across forms and phone calls. The campaign achieved a 20.53% conversion rate at A$9.03 per lead - a strong, scalable foundation for ongoing growth.
Services Delivered
Why This Matters
A conversion-focused website and tightly structured Google Ads campaign are one system, not two separate projects. Faizi Metals now has a reliable lead generation pipeline delivering scrap metal enquiries at A$9.03 per conversion - scalable, measurable and ready to dominate "cash for scrap metal" and "scrap metal collection" searches across Melbourne's south-east.
Tags
- Google Ads
- Lead Generation
- Landing Page Design
- Automotive & Transport
That is one account. Yours is a different one.
We read your ads, your search presence and your tracking the same way this one was read, and tell you what we would change first.
What every number on this page actually means.
Marketing words get used loosely, and a loose word can make a small result look like a big one. Here is exactly what we mean by each of them.
- Conversion
- One real action by one real person: a phone call that lasted long enough to be a conversation, a submitted enquiry form, a booking, or a purchase. Not a page view and not a form that merely loaded.
- Cost per job · cost per lead
- The advertising money spent, divided by the number of those actions. It is the only figure that tells you whether the advertising is worth doing, which is why we publish it next to the count.
- Conversion rate
- The share of people who clicked the ad and then did the thing. A high click count with a low conversion rate usually means the ad and the page are promising different things.
- Ad spend
- Money that went to the advertising platform, not to us. Our management fee is separate and is never included in a cost-per-job figure, because mixing them would flatter the number.
- The measurement window
- The dates the figure covers, named every time. Where a study covers a launch, the clock starts the day campaigns went live — not the day the graph started looking good.
- A starting point
- Where a study knows what a figure was before the work began, that number is printed next to the one it became. Where the account had no history to compare against, the result is printed on its own rather than measured from a number nobody recorded.
- Qualified lead
- An enquiry that matched the service and the service area, so it was worth someone picking up the phone for. Where a study says qualified, somebody checked.
- An anonymised client
- Government, council and cultural-institution engagements are published as sector and jurisdiction only. The work and the measured outcome are described in full; the organisation is not named.
One more, because it matters most: nothing on this page is a guarantee. It is a record of what happened on one account, in one market, at one budget.
What this study cannot tell you is what the same figure looks like on your account — so what the calls nobody answered cost, with your own click price and close rate. It takes about a minute and asks for nothing.
This page exists because of two of the six stages.
Compound is how our team works on any account — six stages every change passes through. Two of them are why there is anything honest to publish.
Meter
If it can't be measured, it doesn't get bought.
Before a dollar moves, every action worth money to the business is tracked as itself — calls, forms, bookings, purchases — with values attached. Without that stage there is no honest number to publish afterwards.
Ledger
Every change we make becomes a record you can open.
Every change lands in a dated record as it happens — what was added, what was stopped, what was rewritten and what it cost. Writing this page afterwards was reading a file, not reconstructing a memory.
What actually happens after the first call.
No mystery and no lock-in before you have seen anything. This is the sequence every account on this site went through.
- The call
Thirty to forty-five minutes, free
What you sell, who buys it, and what one customer is worth to you. No deck. You leave with a real number for your situation rather than a range.
- Week 0
The audit
We open your account — or your competitors' ground, if you do not have one yet — and write down every leak we can find. That list is yours whether or not you work with us.
- 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. A second person checks all of it 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
The busiest fortnight your account will ever have. Search terms read daily, waste negated, early winners promoted, ad copy iterated against what is actually being served.
- From there
Rhythm
Weekly optimisation, reporting on a fixed cadence whether the news is good or bad, and a proper conversation each quarter about where the next block of budget should go.
Before you ask us anything
Here is what everybody asks first.
The questions this raises.
Whether the figures are real, how they were measured and over what length of window, what it costs, and whether any of it would hold for your business.
The first call is free and there is no deck.
Book a callAre the figures in this case study real?
Yes. Every number on this page was read out of the client's own advertising account and is printed here exactly as the study publishes it, beside the period it covers. The dashboard and ad images are screen-grabs of that account rather than recreations. If one of these figures matters to your decision, ask about it on the first call and we will walk you through where it came from.
How were these numbers measured, and over what window?
Every figure on the page is printed beside the period it belongs to. We publish the LENGTH of a measurement window and the year, and withhold the exact dates — when a client advertised, and how their trading calendar looks, is their commercial information rather than ours. A conversion means one real action by one real person: a phone call that lasted long enough to be a conversation, a submitted enquiry form, a booking, or a purchase. Not a page view, and not a form that merely loaded.
Would this work for my business?
We cannot promise you the same numbers, and nobody honestly can. What this page tells you is what was achievable in that market, at that budget, for that service. Your competition, your service area, your margins and what one customer is worth to you all move the answer. On the first call we build the picture from your figures rather than someone else's, and if the honest answer is that this channel is wrong for you right now, we will say so.
Why does this study show a result but not a starting point?
Because in most of these engagements there was nothing reliable to start from. A brand-new advertising account has no history, and a business that was tracking enquiries on paper or in a spreadsheet has no comparable figure either. Where a real before-number exists we print it next to the after-number, so you can see the movement rather than take our word for it. Where it does not, we print the result on its own. Back-solving a starting point from a percentage would make the page look better and mean less.
Would my business get the same result?
We cannot tell you that, and nobody honestly can. What this page tells you is what was achievable in that market, at that budget, with that service. Your competition, your service area, your margins and what a customer is worth to you all move the answer. On the first call we build the picture from your numbers rather than from someone else's, and if the honest answer is that this channel is wrong for you right now, we will say so.
How much would this cost to run?
Two separate numbers. Your ad spend goes to the platform, and what it needs to be depends on how competitive your market is and how many jobs you want — the smallest companies we work with invest a minimum of A$3,000 a month, and our largest clients run multiple eight figures a month across paid channels. Our management fee is separate and scales with the work. The first call is free and you leave it with a real figure for your situation.
How quickly could we start seeing enquiries?
It depends on the channel. Paid search meets demand that already exists, so calls and forms can arrive within hours of launch, and the first two to four weeks are an optimisation period where waste is cut daily. Most accounts settle into their best rhythm around 60 to 90 days. SEO, content and brand work run on a much longer clock — months rather than weeks — and we will tell you which one your situation actually needs.
Am I locked into a long contract?
No long-term lock-in. We would rather keep the work because it is producing than because a contract says you have to stay. What we do ask for is enough runway to be fair to the account — a campaign judged on its first ten days is being judged during the part where we are still cutting waste out of it. Terms are put in front of you in plain English before anything is signed.
More accounts, same discipline.
Studies from the same kind of work, so you can see how the pattern holds across different businesses.

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The work that produced this.
Everything above was delivered by one of a handful of things we do. These are the ones this account leant on, written up in full rather than summarised.
- The lead generation programme this account runs onChannel by channel, what we build first, what it costs to run, and what a realistic first ninety days looks like.
- Google Search campaigns, written out in fullWhat Google Search is genuinely good at, what it costs, and the ongoing work that keeps a cost per job from drifting upward.
- Proving the leads were realCall tracking, form attribution and offline conversion imports — the plumbing that lets a number like the one above be audited.
The briefing behind the work.
The case study records what happened. These two explain the channel, measurement or operating decision that made the result interpretable in the first place.
Why a clean account can still report the wrong outcome when the conversion definition is wrong. That case is argued in The conversion-tracking errors that duplicate sales and GST.
The repeatable budget, query and tracking checks that sit behind a result like this one. The other half of it is set out in The Google Ads checks worth automating.
The work behind this one is written up in full under the lead generation programme this account runs on, and the six stages every change on this account passed through sets out the sequence in order.
Want results like this?
Thirty minutes on your numbers rather than somebody else's, and a written list of what we would change first. Yours to keep either way.
No pitch deck. No upsell. A real conversation and a written list of leaks.
