Making Every Click Count: The Small Business Playbook to £16.9M in Pipeline
In today’s fast-moving digital landscape, small businesses can no longer rely solely on word-of-mouth, cold calls, or flyers to grow. Performance marketing – where every pound spent is measurable, trackable, and optimised for tangible results offers a way for small businesses to compete with larger players. But for many, the challenge lies in turning marketing theory into revenue reality. The story of Excel Roofing & Asbestos is a prime example of how performance marketing, when executed strategically, can transform a small start-up into a high-growth, scalable business.
About the Author:
Taylor Housden is the founder of BOLT DMS, a specialist Google Ads agency helping service businesses build consistent pipelines of high-intent leads. Since launching in 2021, BOLT has generated over £38 million in tracked revenue for more than 40 clients across industries, including aesthetics, construction, home improvement, coaching, and education.
The Market Context: Why Performance Marketing Matters for Niche Services
Performance marketing differs from traditional advertising in one important way – it’s all about results. Rather than paying for ad space and hoping for impact, performance marketing focuses on measurable outcomes such as leads, sales, or sign-ups. For niche industries – like asbestos removal, this approach is especially powerful. Customers in high-trust, high-risk markets don’t convert easily; they need reassurance, proof of expertise, and immediate credibility. That’s where targeted ad campaigns, smart keyword strategies, and conversion-optimised landing pages come into play. The right combination can turn cautious clicks into high-value enquiries – exactly what Excel Roofing needed and why they approached BOLT DMS to help them with their Google Ad campaigns.
Meet the Client: Excel Roofing & Asbestos
Founded in 2023 by Tom and Craig, Excel Roofing & Asbestos entered the market to address a clear gap: safe, reliable asbestos removal for UK homeowners, particularly those with older garages still containing hazardous materials. While both founders brought years of hands-on experience and local credibility, their ambitions extended beyond their immediate region. Scaling would require more than good service – it would require a steady pipeline of qualified inbound leads. They had already tested Google Ads both in-house and through another agency, but results had stagnated. The challenge was clear: create a high-performing campaign that built trust instantly and generated consistent, scalable leads.
The Challenge
When Excel approached the performance marketing team, they faced several key obstacles:
1.Multiple Ad Accounts
Campaigns were running in-house and through another agency, causing them to bid against themselves and driving up costs.
2.Fragmented Data
Splitting ad spend meant Google had less performance data to optimise against, diluting results.
3.No Reliable Historical Insights
There was limited information on what had worked before, with only partial visibility through tools like SpyFu.
4. Low-Converting Landing Page
Their page lacked critical trust signals – reviews, photos, and clear benefits that reassure risk-averse buyers.
5. High-Trust, Fear-Driven Market
Asbestos removal is an emotionally charged service. Messaging needed to establish credibility within seconds.
The Strategy: Building a Conversion Engine
In high-trust markets, traffic alone doesn’t win business – trust does. The BOLT team focused on three pillars: landing page transformation, form redesign, and keyword targeting.
1. Rebuilding the Landing Page
The original site was informative but not built for conversions. The new design prioritised:
● Trust Above the Fold: Reviews, real project photos, and a clear service offer appeared before the user needed to scroll.
● Clear Benefits: Simple, benefit-led copy quickly explained the value of Excel’s services.
● Visual Proof: Images and testimonials reduced perceived risk.
2. Redesigning the Lead Form
The old form gathered basic details, but delivered inconsistent lead quality. The redesigned form:
● Asked closed-ended, project-specific questions.
● Lowered the barrier to completion with quick, interactive steps.
● Provided enough detail for the sales team to give a ballpark estimate immediately boosting close rates.
3. Targeting Buyer-Intent Keywords
The keyword strategy focused exclusively on exact match, high-intent terms – phrases buyers were most likely to use when ready to take action. This kept ad spend efficient while ensuring leads were ready to engage.
The 90-Day Test: Measurable Proof
Within the first 90 days:
● Leads Generated: 542
● Ad Spend: £10,000
● Potential Pipeline: £1.47M
● Estimated Closed Business: £350,000 (based on 25% close rate)
These results were enough to prove the model worked and give Tom and Craig the confidence to consolidate all campaigns under one, optimised account.
Scaling the Strategy
Once trust in the process grew, so did the budget.
● Next 90 Days: Ad spend doubled to £23,700.
● Leads Generated: 1,320.
● Cost Per Lead: Held steady despite increased competition.
● Search Impression Share: Carefully monitored to scale without inflating CPCs.
With a stronger pipeline, Excel expanded from one service team to five – no longer chasing work but fulfilling steady, high-quality jobs.
The Long-Term Impact
By May 2025, Excel Roofing & Asbestos had:
● Total Leads Generated: 6,360
● Conversion Rate: 15.74%
● Average Lead Value: £2,715
● Cost Per Lead: £20.51
● Pipeline Value: £16.9M
More importantly, the business had shifted from reactive to proactive – operating with a predictable, scalable lead generation system that fuels ongoing growth.
Lessons for Small Businesses
Excel’s success offers several takeaways for small businesses considering performance marketing:
1. Focus on Trust First
In high-stakes markets, credibility sells. Use reviews, visuals, and clear messaging to reassure prospects quickly.
2. Avoid Fragmentation
Consolidate campaigns to give platforms like Google the data they need to optimise efficiently.
3. Simplify for Buyer
Intent Target high-intent keywords and let a well-built landing page do the heavy lifting.
4. Optimise the Funnel
Every stage – from ad copy to lead form – should be designed to reduce friction and pre-qualify leads.
5. Scale Smartly
Increase budget only when your metrics show you can handle the volume without sacrificing ROI.
Conclusion
Performance marketing isn’t just for big brands with deep pockets. For small businesses like Excel Roofing & Asbestos, it can be the engine that turns local expertise into national growth. By focusing on trust, precision targeting, and continual optimisation, they didn’t just run ads – they built a repeatable system that delivered over £16.9M in pipeline revenue in just two years. For small businesses ready to scale, the lesson is clear: performance marketing works when you make every click count.
A big thank you to Taylor Housden for sharing this powerful case study on how performance marketing can truly level the playing field for small businesses. This is a story of how precision targeting, smart optimisation, and trust-first messaging turned cautious clicks into high-value customers. The journey of Excel Roofing & Asbestos is a playbook for any niche business looking to turn performance marketing into performance revenue.
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Last updated: September 2025
