High-intent search leads for Dulux's Do-It-For-Me service

The Do-It-For-Me category is fiercely competitive, with micro-competitors in every city making a consistent impression share hard to hold. Rising costs per click were pushing up Dulux’s cost per lead across the service portfolio.

We ran a search-only lead generation campaign for the Dulux DIFM brand, built to flex with demand for specific services and regions. Timing analysis showed conversions clustering over lunchtime and on Mondays, so the campaign leaned into those windows. The keyword strategy expanded from search term data and competitor analysis, match types were refined for CTR and conversion, and negative keywords pruned wasted spend.

Dynamic locations inserted into ad headlines drove performance from key suburbs and states, matching leads to service providers in the right areas. Split testing showed that pinning the service into the first Google headline lifted conversion rate, and that high-volume campaigns suited maximised-conversions bidding while lower-traffic ones ran cheaper optimising for clicks.

Across the final four months: clicks up 77% for just 6% more spend, CTR up 50%, CPC improved 40%, and four consecutive months of CPL reduction totalling 25%, alongside a 43% increase in monthly lead volume.