Case Study: ToolWatch | 180fusion



Type of Site:

Lead Generation. Toolwatch provides tool and equipment tracking software and mobile applications to builders, construction companies, and owners of heavy equipment.

The Situation:

Toolwatch came to 180Fusion for help in increasing the number of qualified leads generated by their Google Adword account. As their software solution is far superior to most of their competitors, they able to close a very high percentage of all the qualified leads they receive; however, due to inefficiencies in their Adwords account, they knew they were generating far fewer leads than they ought to be with their existing budget.

The Solution:

The 180Fusion PPC team began an immediate restructure of their Adwords account, which included pausing under-performing Keywords, Ad Groups, and Campaigns to reduce wasted clicks and spending on irrelevant traffic. After the initial cleanup, the team continued making additional account improvements by adding keyword-rich ad copy, expanding negative keywords, and adding relevant ad extensions to increase ad relevance and performance.

The Results:

The impact to account performance was immediate, with Total Leads generated by the account increasing by 100% in the first month alone! Continuing optimizations over the last 8 months have created additional ‘wins’ in the account, and Cost-per-Lead and Total Leads have both seen steady month-over-month improvements.


In 8 months of management, the following performance improvements have been realized:

  • Click-Through-Rate – Increased by 321%!
  • Conversion Rate – Increased by 2190%
  • Total Conversions – Increased by 275%!
  • Cost-per-Conversion – Decreased by 67%!