Latest Metalworks is a custom metal fabricator in Murrieta, California with nearly two decades of production runs, structural assemblies, exhibit structures, and rapid prototypes behind it. The shop is ISO 9001:2015 certified and an LADBS approved structural steel fabricator, running laser cutting, waterjet, tube bending and rolling, production welding, forming, finishing, and packaging in house for automotive OEM, industrial, architectural, EV and solar, and R&D customers.
The objective was to turn a Google Ads account that was spending real money and producing no measurable leads into a reliable source of qualified inquiries. Steel Mountain Marketing rebuilt the account from the campaign level up: dedicated Brand and Non-Brand Search campaigns, ad groups built around individual services rather than one catch-all structure, keyword and ad copy aligned to the right landing pages, working conversion tracking, and a bidding strategy staged so Google had real data to optimize against before automated bidding was switched on.
The Challenge
Latest Metalworks was spending close to $2,000 a month on Google Ads and getting nothing measurable back. Across February and March the account spent $3,972.07 for 2,585 impressions and 327 clicks, and recorded zero tracked conversions. A legacy campaign structure ran on Manual CPC bidding with no separation between branded searches and new demand. Keywords, ad copy, and landing pages were loosely matched, so clicks landed on pages that did not answer what the searcher typed, and Google had no conversion history to optimize against.
Account Restructure
On April 9 we replaced the legacy campaign framework with dedicated Brand and Non-Brand Search campaigns, so branded searches and new demand stopped competing for the same budget. Because the switch happened mid-month, April reflects a transition rather than a full month under the new build.
Service-Specific Ad Groups
We rebuilt the Non-Brand campaign into tightly themed ad groups for Laser Cutting, Tube Bending, Waterjet Cutting, Production Welding, and Metal Fabrication Services. Each ad group points its keywords and ad copy at the page that actually answers the search, which lifted relevance across the account instead of forcing every service to share one generic message.
Conversion Tracking
We got tracking recording properly so every lead the campaigns generated was counted, giving the account the conversion history it had never had.
Bid Strategy Ramp
The new campaigns launched on Maximize Clicks to build traffic and conversion history first. On July 14, with three months of data behind them, we moved bidding to Maximize Conversions so Google could optimize toward the users most likely to convert.
Search Term and Budget Management
We review search term reports on an ongoing basis, adding what converts and excluding what wastes spend. As efficiency improved, Search Lost Impression Share from budget rose, showing the campaigns were capped by spend rather than demand. That supported raising the daily budget to capture more qualified volume.
The Results
Across the four months following the April 9 restructure, the account produced 66 tracked conversions on essentially flat monthly spend, holding between $2,697 and $2,822:
Month by month, tracked conversions and cost per conversion moved as follows:
In the four months after the April 9 restructure the account produced 66 tracked conversions, against zero in the two months before it. July delivered 24 conversions, a 60 percent increase over June, while spend fell 1.2 percent. Cost per conversion dropped 48 percent from $224.79 in April to $116.19 in July, and conversion rate climbed from 1.47 percent to 3.59 percent, showing the campaigns were pulling in more qualified, higher-intent search traffic rather than simply more clicks.
Structure, not budget, is what changed the outcome. Monthly spend held between $2,697 and $2,822 throughout, while separating brand from non-brand traffic and building ad groups around single services turned generic clicks into qualified leads. With conversion history in place and automated bidding now working from real signal, rising lost impression share from budget points to demand the account has not yet captured, which is why the daily budget is being increased heading into the next quarter.
Steel Mountain Marketing rebuilt Latest Metalworks' Google Ads account, taking it from zero tracked conversions to 24 leads in July 2026 at a 48% lower cost per conversion on flat monthly spend.
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