--- title: "Google Ads case study: Procon 24/7 | Lucent Digital Studio" description: "Google Ads case study: a Yorkshire concrete supplier, £1.34M tracked revenue on £150,443 ad spend over nearly five years, from the client's own reports." canonical: https://lucentdigital.co.uk/work/procon-247 --- 1. [Home](https://lucentdigital.co.uk/) 2. [Work](https://lucentdigital.co.uk/work) 3. Procon 24/7: a Google Ads case… ![Procon 24/7 logo](https://lucentdigital.co.uk/wall/brands/procon-badge.webp) Client # Procon 24/7: a Google Ads case study A Google Ads case study: £1.34M of tracked revenue on £150,443 of ad spend, an 8.9× return on ad spend, nearly five years and still running. [Get your free website review](https://lucentdigital.co.uk/website-review) [See more work](https://lucentdigital.co.uk/work) - Live in ten working days of brief lock, or the second half of the invoice waits - One 20-minute call, we do the rest - Price fixed in writing before anything starts Trusted by Procon 24/7, Headingley Roofing, Birkinshaw Aesthetics, Andrews of Holmfirth, Dunnrite Scaffolding, Unique Support Solutions, ProMax Roofing, Liv's Lounge, Pontefract Padel ![Procon 24/7 website, homepage](https://lucentdigital.co.uk/work/procon247.webp) Procon 24/7 ## The brand, kept intact. The identity the site was built on: their mark, their colours and their type, used the same way on every page. ![Procon 24/7 logo](https://lucentdigital.co.uk/wall/brands/procon.webp) Display · Anton Aa Volumetric concrete, mixed on site. Body · Inter - **Procon red** #CC0000 - **Ink** #171717 - **Surface dark** #111111 - **Surface alt** #F4F4F4 - **White** #FFFFFF In use Get a quote Call now Procon 24/7 ## Nearly five years of spend against revenue. Every figure below came out of Procon's own revenue workbooks and was reconciled invoice by invoice, not exported from an ad dashboard. Spent Returned Return on spend *£36k* *£280k* **7.9×** 2022 *£21k* *£375k* **17.9×** 2023 *£31k* *£186k* **5.9×** 2024 *£25k* *£207k* **8.4×** 2025 *£38k* *£290k* **7.6×** 2026 (Sep) *From the client's own revenue reports. Bars are to scale.* | Year | Spent | Returned | | --- | --- | --- | | 2022 | £35,621 | £280,132 | | 2023 | £20,899 | £374,578 | | 2024 | £31,315 | £186,102 | | 2025 | £24,609 | £207,321 | | 2026, to September | £37,999 | £289,560 | | Total | £150,443 | £1,337,693 | *Illustration: Google results page for web design agency* *Illustration: the three places a search can put you. Paid, the map pack and the organic results.* - Live in ten working days - Fixed price, in writing, before anything starts - One person accountable - Replies within one working day - Your account, your card, your site - Leeds, working UK-wide Project file ## Procon 24/7 Turnaround **2022 to date, nearly five years** **£1.34M** Tracked Revenue **8.9×** Blended Roas **2,055** New Customers **9,550 m³** Concrete Sold ### What was in scope 1. 01 Site design + conversion engineering 2. 02 Astro rebuild + Core Web Vitals 3. 03 SEO strategy + monthly content 4. 04 Google Ads management 01 ### The brief A concrete supplier with zero digital presence beyond a Google Maps pin. Full digital build (site, SEO, paid) reconciled against their own invoice ledger every week since 2022, and rebuilt onto Astro in 2026. 02 ### The challenge Procon arrived with one Google Maps listing and no website. They were turning down work because the inbound funnel was a phone-tag mess. The brief was not 'make us a website'; it was 'make us a lead engine that survives the seasonal swings in concrete demand'. That horizon has since been tested for real: category search demand fell 47% year on year into 2026, and the account had to hold its return through the decline rather than in spite of it. 03 ### Our approach Phase 1 was a conversion-engineered site with quote-request forms by product category. Phase 2 was monthly long-form content targeting the technical queries a project manager uses when speccing concrete: including Procon's own patented URS mixes, URS 420 for general structural work and URS 450 for heavy duty, both of which set in two hours. Phase 3 was a managed Google Ads programme with weekly ROAS reporting reconciled against their invoice ledger, not platform-reported conversions. In 2026 we rebuilt the site on Astro for speed and split the Yorkshire campaign into single-city ad groups. In September 2026 the measurement was tightened again: enhanced conversions for leads on the quote forms, Google forwarding numbers on eight town lines with only calls of 60 seconds or more counted, and a paid-only lander for each campaign town, so the account learns from real enquiries rather than clicks. ## Decisions, and what they beat What was chosen, what it replaced, and why. Each one is a call we would make again. 1. Month 1 **Quote-request forms by product, not generic enquiry** Single contact form buyers spec by product 2. Month 2 **Long-form technical content monthly, not weekly blog** Weekly cadence content depth beats frequency in technical B2B 3. Month 3 **Report ROAS off their invoice ledger, not platform conversions** Trust the Ads dashboard it later proved to be under-reporting 4. Year 4 **Rebuild the site on Astro** Keep patching WordPress mobile LCP was the ceiling 5. Year 4 **Split the Yorkshire campaign into single-city ad groups** Keep multi-city groups the campaign was rank-limited, not budget-limited 6. Year 4 **Enhanced conversions for leads on every quote form, so won customers can be matched back to the ad click** Count form submits only a quote request is not a sale 7. Year 4 **Google forwarding numbers on eight town lines, counting calls of 60 seconds or more** Count every tap on a phone number a brief ring is not an enquiry 8. Year 4 **Paid-only town landers, noindexed, for each North West campaign town** Send ad clicks to the organic location pages the ad and the page should say the same town > Within two weeks of launching the new site, we saw a 37% increase in quote requests. The design isn't just modern, it's built to convert. **David Grayshon** Director, Procon 24/7* ### What we'd do differently Two we own. We should have shipped call tracking in month one instead of month four: the attribution gap cost six months of confident spend decisions. And during the Astro rebuild an Astro define:vars block trapped gtag inside its own scope, so every Ads conversion silently stopped firing until we caught it. Reporting off the client's invoice ledger rather than the platform is the only reason the number was still trustworthy while that bug was live. ### Google Ads, run the same way The account above is run by David personally, measured against the client's own revenue rather than the ad platform. That is one client's result, not a forecast for yours. How the same method applies to another business is on the [Google Ads management](https://lucentdigital.co.uk/ppc-management) page. If you already advertise, start with a [free Google Ads audit](https://lucentdigital.co.uk/google-ads-audit), or read how [one person runs the account](https://lucentdigital.co.uk/google-ads-consultant). ## Three more, in full. Every build on this site has its own page with the same figures, the same decisions and the same client's words. **[ProMax Roofing](https://lucentdigital.co.uk/work/promax-roofing)**: ![ProMax Roofing website](https://lucentdigital.co.uk/work/promax-roofing.webp) SERVICES LOCAL AREAS 15+ YRS Roofing · Domestic & Commercial · Leeds 2026 **[Unique Support Solutions](https://lucentdigital.co.uk/work/unique-support-solutions)**: ![Unique Support Solutions website](https://lucentdigital.co.uk/work/unique-support-solutions.webp) Health & Social Care · Supported Living 2026 **[Liv's Lounge](https://lucentdigital.co.uk/work/livs-lounge)**: ![Liv's Lounge website](https://lucentdigital.co.uk/work/livs-lounge.webp) Lifestyle · Personal Blog 2025 ## Want your Google Ads run like this? A free 30-minute audit of your account, tracking and landing page, with a straight answer on what is realistic. [Get your free website review](https://lucentdigital.co.uk/website-review) [Or book the free audit](https://lucentdigital.co.uk/contact) [07511 184265](tel:07511184265)