CASE STUDY

Boosting Ad Campaign Efficiency for Able Group ServicesCutting through complexity to drive growth with PropelMax™

Propel services used

Analytics| Campaign Automation| Paid Search| Tech

July 17, 2025

32%

Revenue boost

28%

Drop in spend

45%

Lower ACOS

Team members involved

Stef Simpson

Associate Director of Paid Search

Kai Loh

Solutions Engineer

Alison Gare

Senior Performance Consultant

Client overview

Able Group connects skilled tradespeople with customers across the UK. They’ve got a nationwide reach, but some service areas have proven more challenging than others. In particular, trades requiring specialist skills or equipment can create delivery gaps. These challenges often left their ad campaigns struggling to deliver, especially when it came to managing Advertising Cost of Sale (ACOS).

The challenge

Uneven coverage

Some towns had plenty of available engineers, while others didn’t. This led to inefficient ad targeting, wasted spend, and limited data for optimisation.

Manual campaign management

Ad groups & campaigns were switched on and off manually based on availability, which was not only labour-intensive but also error-prone.

Sky-high ACOS

Without aligning spend to real-world coverage, ACOS was through the roof, eating into margins.

Specialist service complexity

Certain trades required longer job durations or highly specialised skills, which meant some campaigns underperformed due to fulfilment challenges.

The approach

To get things running smoothly, we combined a ground-up account overhaul with PropelMax™, our proprietary smart automation and optimisation system.

Account overhaul

We rebuilt Able’s entire advertising account the previous year, laying the foundation for future automation. The new structure gave them better control and allowed campaigns to align more closely with actual service availability (and internal reporting, which is always important).

Enter PropelMax™

With the groundwork in place, we rolled out PropelMax™ to take campaign performance to the next level. PropelMax™ pulled real-time coverage data from Able’s internal systems and fed it directly into their Google Ads account. This allowed campaigns to automatically adjust based on real-world availability - no more manual switching, no more wasted spend.

Glazing-specific intelligence

Recognising that some trades presented more operational complexity, we used PropelMax™’s smart data integration to build a more nuanced targeting approach. It tapped into operational data to sharpen audience focus and align ad delivery with what Able could realistically fulfil. That meant fewer mismatched leads, and more jobs they could actually take on.

The results

The impact was immediate and measurable.

32%

Revenue boost

More efficient ads brought in more business

28%

Drop in spend

Smarter campaigns meant less wasted budget

45%

Lower ACOS

Profitability soared with better campaign alignment

Conclusion

By replacing manual processes with PropelMax™, Able Group turned their ad campaigns into a well-oiled, data-led machine. Across complex and specialist trades, the combination of smart automation and real-time operational insights delivered standout results.

It’s proof that with the right system working quietly in the background to improve lead quality, reduce waste, and sync marketing with real-world delivery – businesses like Able Group can unlock new levels of efficiency and growth. By embracing smart automation through PropelMax™, Able Group enhanced their marketing agility and strengthened their ability to serve customers across a wide range of trades. The result: a scalable, sustainable model for ongoing success.

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