Google Ads | Case Study

Business Overview

BathWise operates with a clear mission: helping homeowners with mobility limitations live safely and comfortably in their own homes. The company specializes in installing easy-access showers and bathtubs designed with safety-first features such as low step-in basins, strategically placed grab bars, and industry-leading slip-resistant flooring.

The brand differentiates itself through competitive pricing, faster installation timelines, and strong post-installation assurance, including a one-year labor warranty and a lifetime product warranty. Paid advertising played a key role in connecting BathWise with homeowners actively seeking safer bathing solutions.

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Campaign Objective

The primary objective of Google Ads was to capture high-intent leads from users actively searching for walk-in showers, safety bathtubs, and bathroom accessibility solutions. The focus was on generating qualified enquiries while maintaining efficient cost control.

Google Ads Strategy

The campaign was structured around intent-driven search behavior, ensuring ads appeared when users were already considering safety upgrades for their homes.

Key strategic elements included:

• Search campaigns targeting walk-in showers, accessible bathtubs, and bathroom safety keywords
• Location-based targeting to reach serviceable residential areas
• Conversion-optimized landing pages focused on consultation requests
• Smart bidding strategies aligned with lead generation goals
• Continuous keyword refinement to eliminate low-quality traffic

Google Ads Impact

Google Ads consistently delivered high-quality leads from users with immediate intent. Campaign optimizations helped reduce wasted spend while increasing conversion efficiency, making paid search the strongest bottom-of-funnel acquisition channel for BathWise.

Campaign Objective

Meta Ads were used to build demand, educate users, and retarget potential customers who were not yet actively searching but fit the ideal customer profile. The goal was to increase engagement, brand trust, and lead volume through visual storytelling and remarketing.

Meta Ads Strategy

The Meta Ads approach focused on audience relevance and message clarity rather than aggressive promotion.

Core tactics included:

• Interest-based targeting aligned with home improvement, senior care, and caregiving audiences
• Lookalike audiences built from existing leads and website visitors
• Video and image creatives explaining safety benefits and ease of installation
• Retargeting campaigns for users who visited key pages but did not enquire
• Lead form and landing-page-driven conversion campaigns

Meta Ads Performance Results

Meta Ads Impact

Meta Ads played a crucial role in educating homeowners and caregivers about safer bathing solutions before purchase intent fully formed. Retargeting campaigns significantly improved conversion efficiency, while awareness ads strengthened brand credibility and trust.

• Cross-Channel Performance Summary
• Google Ads and Meta Ads worked together as a unified acquisition system
• Google Ads captured immediate, high-intent demand
• Meta Ads nurtured, educated, and re-engaged prospective customers
• Combined efforts reduced overall acquisition costs while increasing lead volume
• Consistent messaging across platforms improved user confidence and enquiry quality

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Final Outcome

The integrated Google Ads and Meta Ads strategy helped BathWise scale its lead generation while maintaining cost efficiency and lead quality. By aligning paid media with user intent and lifecycle stage, the campaigns delivered sustainable growth and measurable return on investment