For Heuvelland Inspectie, we set up a completely new Google Ads account with one clear objective: not more leads, but better leads, focused on larger clients and long-term, recurring work.
Generating high-value leads for Heuvelland Inspectie
About Heuvelland Inspectie
Heuvelland Inspectie specialises in inspection services for businesses, with a strong focus on safety, compliance, and quality. They primarily serve B2B clients for whom inspections are a recurring and business-critical activity.
For this type of service, lead quality matters more than volume: a single strong client can result in long-term, high-value engagements.
The challenge
Heuvelland Inspectie wanted to start with Google Ads, but with a clear set of requirements:
No existing Google Ads account
A strong need for high-value B2B leads
Focus on core services only
The challenge was to structure Google Ads from day one in a way that attracted the right audience, not everyone searching for “something related to inspections.”
What we identified
Because this was a new account, the focus was on making strategic decisions before going live:
Which services generate the most value?
Which search intents align with larger, B2B clients?
Which terms tend to attract smaller or irrelevant enquiries?
Based on these insights, we chose to start selectively rather than aiming for broad visibility.
How we approached it
The Google Ads account was built from scratch with a strong focus on quality and structure:
Campaigns were set up per core service
Keywords were selected based on clear B2B purchase intent
Ad copy was tailored to professional audiences
Conversions were configured around relevant contact moments
The focus wasn’t on maximum visibility, but on relevance and intent.
The results
A consistent flow of high-value leads
Acquisition of multiple larger clients
Leads that resulted in substantial work and long-term partnerships
Google Ads established as a reliable channel for B2B growth
Instead of generating many small enquiries, Google Ads contributed to acquiring clients with a substantial impact on business operations.
Why this works
This case shows that a new Google Ads account doesn’t need to start broad to be successful. By making clear upfront choices around services, intent, and target audience, Google Ads becomes a channel for quality rather than quantity from day one.
Discover how Google Ads can be used to attract high-value clients who truly contribute to your growth.
