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    Aussie Plumbing — ad spend scaled 1.8× with enquiries up 2.1×, so each enquiry cost lessI-ELEC — a 231-page electrician website for Inner SydneyWhat a plumbing lead costs on Google AdsWhat a lead costs on Google Ads, industry by industrySLS Solicitors — cost per recorded Google Ads conversion down 58.48%Wilco Plumbing — search campaigns and service pagesWilco Plumbing — service menus and guided enquiriesHow much should a trade business spend on marketing?State Choice Plumbing — a drains, hot water and gas websiteAussie Drains — a 600-page drain website for SydneyWhat an electrician lead costs on Google AdsAussie Electrical — a 650-page electrical website for SydneyThe most efficient ways for a trade business to get leadsEOL Melbourne — click-to-enquiry rate up from 28% to 33.4%What a cleaning lead costs on Google AdsAlliance Plumbing — ad spend scaled 1.8× with enquiries up 2.1×, so each enquiry cost lessImpress Blinds — cost per recorded Google Ads conversion down 62.63%FixCare Property - cost per enquiry down 28%Rubbish Removal WA — cost per enquiry down 53.18%Floral Cakery — cost per enquiry down 49.82%ILLUMINATE Laser Emporium — cost per enquiry down 48.54%Sydney Fence Painting — cost per enquiry down 33.68%Alliance Plumbing — cost per enquiry down 29.6%Gridless Build Solutions — cost per enquiry down 29.16%FacilityWorx — cost per enquiry down 23.62%Cornerstone Roofing — cost per enquiry down 20.47%Council finance — budgeting and workforce designCouncil planning — clearer approvals and reportingCultural audiences — media strategy and creative conceptsCommunity participation — surveys, maps and project pagesPublic-sector research — survey design and analysisPublic art — site studies and visual conceptsRegional identity — visitor guides and wayfinding conceptsCouncil systems — integration and migration planningA pressure washing business — service-led search campaignsA pressure washing business — a clear enquiry journeyA carpet cleaner — Google Ads built around cleaning servicesA roofing company — campaigns for repairs and restorationA CCTV installer — campaigns for security enquiriesA fence painter — search campaigns for specific surfacesA maintenance business — live in 8 weeks, 3 stacks gone5.0 across every Google review$120M+ in media under management250+ active engagements across five countries
    SoudCoh
    Floral Cakery

    Cake and cupcake boutique — online orders, weddings and corporate · Melbourne, Victoria

    Floral Cakery: Google Ads for cakes, gifts and Melbourne delivery

    Floral Cakery is a Melbourne cake and cupcake boutique making floral cakes, cupcake bouquets, and birthday, wedding and corporate cakes, with delivery and online orders. A campaign for birthday cakes and gift bouquets, and separate campaigns for wedding cakes. A search campaign for cakes and cupcakes, added later.

    Services
    Google Ads management · Performance Max and search campaigns
    Talk to us about your account

    Floral Cakery · Melbourne, Victoria

    Services in the campaign

    The advertising covers cakes and cupcakes and gifts.

    Cakes

    • Wedding cakes
    • Custom birthday cakes
    • Anniversary cakes
    • Floral cakes

    Cupcakes and gifts

    • Cupcake bouquets
    • Floral cupcakes
    • Cupcake delivery
    • Corporate cakes and cupcakes
    Show all 5 services
    • Gift hampers

    Campaign hours

    Campaign schedule · Melbourne local time

    • Wedding-cake campaign / General service campaign — Every day: 6am–10pm
    • Cakes and cupcakes — Every day: 7am–6pm
    • Other served campaigns have no day or hour restriction recorded.

    The results

    Results for Floral Cakery.

    Each result shows its reporting period. Open a tile for the measurement basis.

    • Headline result

      Cakes + gifts

      search and Performance Max campaigns

      Campaign delivery

    • 2.2×

      The click-through rate on the ads, against the same weeks a year earlier

      Last 90 days against the same 90 days a year earlier

    • 3.0×

      Click-through rate on the birthday-cake and gift-bouquet campaign

      Its last 90 days against its first 90

    • 69%

      Share of ad clicks that came outside weekday business hours

      Last 12 months

    • Almost half

      Share of ad clicks that went to birthday cakes and gift bouquets

      Last 12 months

    How we measured

    Click-through rate is ad clicks divided by impressions. The main comparison uses the latest 90 days and the same weeks a year earlier. Campaign-specific comparisons use their own labelled windows. These figures describe ad response, not orders or sales.

    In one minute

    The 60-second version

    Floral Cakery, from the brief to the result in 5 short slides.

    1. The business

      A Melbourne cake boutique for birthdays, weddings and gifts

      Floral Cakery makes floral cakes, cupcake bouquets, and birthday and wedding cakes in Melbourne, with delivery, online orders and enquiries for custom and corporate work.

    2. The problem

      Cake searches are quick for some and planned for others

      A birthday cake is often needed this week; a wedding cake is planned well ahead. The ads had to reach both, with a message that matched each, so more of the people who saw them would click.

    3. What we built

      Separate campaigns for birthdays, weddings and cake searches

      A birthday-and-bouquets campaign, wedding-cake campaigns and, later, a search campaign for cakes and cupcakes, each with its own message and its own budget.

    4. What happened

      2.2 times the click-through rate of a year earlier

      Over the last 90 days the ads drew 2.2 times the click-through rate of the same weeks a year earlier, and the birthday campaign three times its own first 90 days.

      2.2×click-through rate, last 90 days against the same weeks a year earlier

    5. What we learned

      Birthdays lead, weddings matter, evenings count

      Birthday cakes and gift bouquets drew almost half of ad clicks and wedding cakes nearly four in ten. More than two in three clicks came outside weekday business hours.

      69%of ad clicks came outside weekday business hours

    Insights

    What the data showed

    Details from the Floral Cakery project. Open a card for the finding and its source.

    • Search

      2.2×

      The ads drew 2.2 times the click-through rate of the same weeks a year earlier.

      • Same weeks a year earlier1×
      • Last 90 days2.2×

      Over the same weeks of the year, more than twice the share of people who saw an ad went on to click it. The birthday-cake and gift-bouquet campaign tripled its own click-through rate from its first 90 days, so the gain is not only a change in the mix of campaigns. A search campaign for cakes and cupcakes, added later, also drew a high share of clicks for each time its ads were shown.

    • Service

      Almost half

      Birthday cakes and gift bouquets drew almost half of ad clicks, and wedding cakes nearly four in ten.

      • Birthday cakes and gift bouquets47%
      • Wedding cakes39%
      • Other cake and cupcake searches14%

      A birthday cake is often needed this week, while a wedding cake is planned well ahead and talked through in detail. Each has its own campaign and message, so neither crowds the other out, and a search campaign for cakes and cupcakes covers people searching by product.

    • Timing

      69%

      More than two in three ad clicks came outside weekday business hours.

      • Outside weekday business hours69%
      • Weekday business hours31%

      People plan a cake in the evening and at the weekend, after work or while a party is being organised. The ads keep running at those times, and the website takes orders and enquiries whenever the customer is ready.

    Measured improvements

    What improved in Floral Cakery’s account

    Latest full month compared with the same account a year earlier Enquiries are recorded calls or submitted forms; booked jobs are a separate outcome.

    click-through rate
    1.5% → 4.2%Latest full month compared with the same account a year earlier
    Before and after — each row against its own starting point
    • Click-through rateRate
      Latest full month compared with the same account a year earlier
    • 89% of ad clicks came from mobile

    How we did it

    1. Matched every ad to the job searched

      48 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.

    2. Cut the searches that were never going to book

      1,564 negative keywords now block job-seeker, free-help and out-of-scope searches, and 2,179 unique search terms have been read and sorted. Money that used to buy the wrong clicks now buys the right ones.

    3. Built the account to scale by job and by place

      We built a separate campaign for each core service, organised into 18 ad groups and 155 keywords. Budget can then be added where a service or suburb is proven, instead of raising everything at once.

    Each change uses the comparison period shown beside it.

    Explore related services

    The case study

    The project, connected.

    The brief, the work and what it delivered.

    1. The starting point

      Floral Cakery

      Floral Cakery is a Melbourne cake and cupcake boutique making floral cakes, cupcake bouquets, and birthday, wedding and corporate cakes, with delivery and online orders.

      Cake and cupcake boutique — online orders, weddings and corporate · Melbourne, Victoria

      Floral Cakery

      SoudCoh services

      • Google Ads management
      • Performance Max and search campaigns

    2. What we put in place

      The campaign work

      • A campaign for birthday cakes and gift bouquets, and separate campaigns for wedding cakes.
      • A search campaign for cakes and cupcakes, added later.
      • Ads and messages matched to each occasion, from same-week birthday orders to wedding cakes planned well ahead.
      • A comparison of click-through rate over the same weeks a year apart, with click patterns by occasion and time of day.

    3. What the project delivered

      The outcome

      A campaign for birthday cakes and gift bouquets, and separate campaigns for wedding cakes. A search campaign for cakes and cupcakes, added later.

    In this case study

    White paper · PDF

    Marketing for home services in Australia

    58 pages · 2.3 MB

    Download this PDFRead it on the page

    Floral Cakery is a Melbourne cake and cupcake boutique making floral cakes, cupcake bouquets, and birthday, wedding and corporate cakes, with delivery and online orders. A campaign for birthday cakes and gift bouquets, and separate campaigns for wedding cakes. A search campaign for cakes and cupcakes, added later.

    The business and the brief

    Floral Cakery is a Melbourne cake boutique. It makes floral cakes, cupcake bouquets, birthday cakes and wedding cakes, delivers across Melbourne, takes online orders and quotes for custom and corporate work.

    Cake searches come in two very different kinds. A birthday cake is often needed this week, while a wedding cake is planned well ahead and talked through in detail. The brief was to reach both kinds of customer with a message that matched what they were planning, so more of the people who saw an ad would click through to the website.

    What we built

    The account runs a campaign for birthday cakes and gift bouquets and separate campaigns for wedding cakes, each with its own message and budget. A search campaign for cakes and cupcakes was added later for people searching by product rather than by occasion.

    What happened

    We compared the last 90 days with the same 90 days a year earlier, so the season matches. The click-through rate on the ads rose 2.2 times. Measured against its own first 90 days, the birthday-cake and gift-bouquet campaign's click-through rate rose three times, so the gain is not only a change in the mix of campaigns. The later search campaign also drew a high share of clicks for each time its ads were shown.

    Birthdays lead, weddings matter

    Over the last 12 months, birthday cakes and gift bouquets drew almost half of all ad clicks and wedding cakes nearly four in ten. Keeping them apart lets each run with its own message and budget.

    Cakes are planned after hours

    More than two in three ad clicks came outside 9 to 5 on weekdays, mostly in the evening and at the weekend. Phones brought the great majority of all ad clicks, so the website has to work well on a small screen.

    How we measured it

    Click-through rate is ad clicks divided by the number of times the ads were shown, as recorded in Google Ads. The website's form measure in the ad account does not separate enquiries from other forms on the site, so this page does not report enquiries or cost per enquiry. No won-order values are recorded for this account.

    For a retail or e-commerce business that wants the same view of its own ads, see our Google Ads management and how we run Performance Max campaigns.

    Key campaign decisions
    • A campaign for birthday cakes and gift bouquets, and separate campaigns for wedding cakes.
    • A search campaign for cakes and cupcakes, added later.
    • The ads drew 2.2 times the click-through rate of the same weeks a year earlier.
    • The birthday-cake and gift-bouquet campaign's click-through rate in its last 90 days was three times that of its first 90.

    Tags

    • Google Ads
    • Cakes and cupcakes
    • Melbourne, Victoria

    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.

    Book the auditSee more accounts
    Floral Cakery: Google Ads for cakes, gifts and Melbourne delivery
    How we run accounts

    How we manage the campaign.

    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.

    • Rule 01

      Count real enquiries only

      The number it moves: True cost per lead

      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.

    • Rule 08

      Build on practical campaign experience

      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.

    See SoudCoh Compound
    If you want one of these

    What actually happens after the first call.

    Start with your goals and current setup. We review the opportunity, agree the work and plan the next stage with you.

    1. The call

      Thirty to forty-five minutes, free

      We discuss your services, customers, website and goals, then identify the most useful next step.

    2. Week 0

      The audit

      We review your website and advertising, then set out the opportunities, priorities and recommended scope.

    3. 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.

    4. 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.

    5. Days 1–14

      The clean

      We review search terms, exclude irrelevant searches and refine keywords and ads using the early campaign data.

    6. 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.

    The first call is free and there is no deck.

    Book a call
    How was the 2.2 times rise in click-through rate worked out?

    We divided ad clicks by the number of times the ads were shown over the last 90 days, did the same for the same 90 days a year earlier, and compared the two. Using the same weeks of the year keeps the season the same. The result is rounded down.

    Why does this page not report enquiries or cost per enquiry?

    The website's form measure in the ad account does not separate enquiries from other forms on the site, so it would overstate them. Click-through rate is recorded directly by Google Ads, so it is the figure this page relies on. No won-order values are recorded either.

    Why do birthdays and weddings have separate campaigns?

    They are different decisions. A birthday cake is often needed within days, while a wedding cake is planned well ahead and discussed in detail. Separate campaigns let each have its own message and its own budget.

    What does a higher click-through rate mean for the business?

    More of the people who see an ad choose to visit the website, so the budget reaches interested customers more often. It measures how well the ads match what people want, not orders, which is why this page does not claim more sales.

    What do the results in this Floral Cakery 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: Campaign delivery. 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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    Ready to plan your campaign?

    Thirty minutes on your numbers, and a written list of what we would change first. Yours to keep either way.

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