Google Ads Case Study: Salter’s Fireplace & Outdoor Living
Introduction
Salter’s Fireplace & Outdoor Living is a well-known regional retailer specializing in high quality fireplaces, inserts, and outdoor living products. As the company shifted its focus and looked to increase its lead volume, they partnered with beMarketing for a Google Ads strategy designed to improve efficiency, strengthen brand visibility, and attract more qualified shoppers. This case study outlines how our approach delivered measurable growth and strong financial returns. All results reflect the period of July 1 to November 1.
The Challenge
Salter’s set out with a clear goal: drive more leads at a lower cost while transitioning away from chimney services and concentrating exclusively on fireplaces. Competing retailers heavily invest in paid search, which made it difficult for Salter’s to stand out. The company also needed refreshed messaging that matched its new service direction and reinforced their expertise.
Midway through the campaign period, Salter’s launched a new website. Site changes often disrupt paid traffic if not managed carefully, so protecting performance during this transition became an additional challenge. Competing for high value keywords, redefining their messaging, and adapting to a changing site environment required a precise and flexible advertising approach.
The Solution
beMarketing developed a Google Ads strategy that combined branded protection, service-focused intent, and geographically targeted campaigns. Together, these components created a strong foundation for both efficiency and growth.
We introduced branded campaigns to reinforce Salter’s name in search results and prevent competitors from capturing branded traffic. These campaigns helped maintain visibility for users already familiar with the business.
Next, we created fireplace service campaigns aligned with Salter’s new business priorities. Messaging focused on fireplace installations, inserts, maintenance, and upgrades, allowing us to reach users searching for the exact services Salter’s wanted to promote. Targeted ad groups connected tightly with relevant landing pages to improve overall conversion potential.
Because the client operates multiple showrooms, we built location-specific campaigns for each service area. These campaigns gave users a clearer sense of proximity and trust, improving relevance and increasing the likelihood of engagement across all locations.
When the new website launched, we closely monitored performance and updated landing pages, keyword paths, and bidding strategies to maintain stability. We continued to refine campaign structure and budget allocation to ensure spending flowed toward the highest-performing segments.
Results
Google Ads Results
- Total conversions increased 354 percent, reaching 873 total conversions.
- Conversion rate rose to 23.60 percent, an improvement of 1375 percent.
- Cost per conversion fell 75 percent to $9.35.
Return on Investment
The dramatic increase in conversions, combined with significantly lower acquisition costs, created a strong return on investment for Salter’s. With the average cost of a new fireplace installation ranging from $7,000 to $10,000, each qualified lead represents substantial revenue potential. Even service calls, which average between $275 and $300, generate meaningful value when acquired at such low cost.
By lowering the cost per conversion to $9.35, the campaigns positioned Salter’s to earn a high return on every advertising dollar spent. The surge in total conversions, paired with only a modest increase in spend, shows how effectively the campaigns captured high intent leads. This improvement not only boosted short term lead volume but also contributed to long term revenue by aligning paid search traffic directly with Salter’s most valuable services.
Conclusion
Through a focused and adaptable Google Ads strategy, beMarketing helped Salter’s Fireplace & Outdoor Living increase lead quality, strengthen brand reach, and dramatically improve cost efficiency. Despite the complexity of a mid-campaign website change, the campaigns continued to grow and deliver meaningful results. By emphasizing branded protection, service-specific targeting, and carefully managed location campaigns, we supported Salter’s shift toward a fireplace-focused model and delivered the strong return on investment they were aiming for.