Kanalfachman

Kanalfachman needed a predictable
lead generation system, but there was
no marketing infrastructure in place to support it.

The project started from zero - the website
required improvements to communicate services
clearly and convert visitors into calls and inquiries.

There was also no tracking foundation.
Without GTM and GA4, it was impossible to
measure which traffic sources and keywords
were driving real leads.

The main challenge was to build the

entire acquisition chain end-to-end - from

a conversion-focused website

and clean analytics to a scalable

Google Ads structure covering

all key plumbing services in Hannover.

Website improvements

• Landing structure updates: Improved the site layout to make services, service areas, and call-to-action elements easier to understand and faster to access.
• Conversion-first UX: Optimized contact sections and mobile experience to increase calls and form submissions.
• Trust elements: Added clarity around service offerings to reduce friction for new customers.

Technical infrastructure

• GTM setup: Implemented tracking for key lead actions without heavy code changes.
• GA4 configuration: Built a clean analytics setup to measure traffic quality and user behavior.
• Conversion tracking: Configured primary conversions for calls and inquiry forms to support optimization and smart bidding.

Keyword research & campaign architecture

• Full semantic research: Collected and grouped keywords across all plumbing directions and services.
• Service-based structure: Built tightly themed ad groups for each service category to improve relevance and Quality Score.
• Local intent focus: Prioritized high-intent search terms specific to Hannover and nearby areas.

Google Ads launch & ongoing management

• Search campaign launch: Deployed campaigns with clear service messaging and strong local call-to-actions.
• Negative keyword strategy: Reduced wasted spend by filtering informational and irrelevant queries.
• Ongoing optimization: Weekly analysis of search terms, bids, ads, and landing page performance to steadily improve lead quality.

By building the entire system from the ground up,
Kanalfachman moved from having no measurable
acquisition setup to running a structured
lead generation engine.

Website improvements increased conversion readiness,
while the GTM + GA4 setup provided clean, reliable
data for decision-making. The full semantic research
and service-based Google Ads structure ensured
the campaigns matched real customer intent
across every core plumbing service.

With ongoing analytics and optimization in place,
Google Ads became a stable source of local leads
in Hannover, and the account is now positioned for
scalable growth as more conversion data accumulates.