A national healthcare nonprofit was leaving most of its $10,000 Google Ad Grant unspent every month on a Dynamic Search Ads setup. We transitioned the account to Performance Max in October 2025. Monthly grant spend rose 165.738% to hit the full cap by April, clicks grew 439.206%, and website events increased 107.692%.
SEO + Content Case Study
How Switching from Performance Max to Search Campaigns Improved Lead Quality for a Landscape Design Firm
Digital Third Coast replaced a one-size-fits-all Performance Max campaign with targeted Search ads, driving a 209% lift in impressions and a 121% surge in clicks. That shift delivered a 30% increase in high-quality conversions and stronger, more relevant leads.
208.64%
increase in impressions
120.92%
increase in clicks
30%
increase in conversions
The Client
The Client is a high-end landscape architecture firm specializing in custom design, build, and maintenance for residential properties in Chicago’s most sought-after neighborhoods. Their work blends artistry with precision, creating outdoor spaces that elevate the look and feel of every home they touch.
The Objective
The goal was to generate high-quality leads from homeowners actively searching for custom landscape design and installation services. DTC set out to revamp the client’s Google Ads strategy by focusing on high-intent keywords and precision targeting to attract the right audience and drive meaningful conversions.
Paid Media Strategy
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The problem
The client’s previous campaign was built entirely around a Performance Max structure, which offered little control or visibility. Without targeted keywords or negative keyword filters, Google served ads to a wide, unfocused audience. While leads were technically coming in, they were mostly spam or irrelevant, draining budget without driving real business results.
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The solution
DTC worked directly with the client to understand their services, goals, and target audience. We replaced the automated setup with traditional Search campaigns, using high-intent keywords, tightly written ad copy, and clear targeting parameters. Negative keywords were applied to prevent wasted spend on low-quality traffic and ensure the ads showed up for homeowners actively searching for premium landscape design services.
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Why it matters
For a business focused on high-end residential work, attracting the right audience is critical. By taking a focused, collaborative approach rooted in search intent and brand alignment, DTC delivered a strategy that drove better traffic, improved engagement, and helped the client connect with homeowners who were ready to invest in quality landscape design.
Qualified leads improved significantly, reflecting a 30% increase in high-quality inquiries.
Reach more than tripled year-over-year and delivered a 209% boost in visibility among high-intent searchers.
User engagement surged, with clicks jumping 121% that shows our ads are resonating with the right audience.
Results
The shift to focused Search campaigns delivered clear, measurable improvements. Impressions increased by 208%, clicks rose by 121%, and conversions climbed 30%, all while reaching a more qualified audience. Search impression share more than doubled, proving that the campaign was not only more visible but also more competitive for the right searches. By aligning strategy with intent and eliminating wasted spend, DTC helped the client turn paid search into a consistent source of high-quality leads.
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Performance Max Transition Maxes Out a $10K Google Ad Grant for a national healthcare nonprofit
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