Amax Supplies is a sister company within the Amax group. We have included this case study openly, including the test that did not work, because it is the same way we report on every account.
Amax Supplies (amax-it.co.uk) is a UK IT hardware supplier for businesses and procurement teams, with more than 300,000 product lines and over 25 years of experience. This case study covers one part of its Google Ads account: Yealink conferencing equipment, where buyers search for a place to buy a specific brand, so every click has to count.
The account was producing conversions, but a meaningful share of them were phone and headset enquiries rather than the conference room buyers the business wants. That made the early numbers look better than the real picture, and it hid how much room there was to improve. The second challenge was growth: the business also sells meeting bars, room systems and cameras, and nobody knew whether paid search could sell them profitably.
Clean up what the account counts as success, back what works, and test the next idea properly instead of blending it into the main campaign.
Tightened the negative keyword list to cut phone and headset traffic, so conversions reflect conference room buyers rather than the wrong kind of enquiry.
Added exact-match terms for people ready to buy, such as buying from a Yealink store or supplier in the UK.
In July, split meeting bars, room systems and cameras into their own campaign with their own budget, so they were not competing with the main campaign.
In August, excluded rival manufacturers and irrelevant locations, so budget stopped going to people searching for other brands.
In September, paused the test campaign after two months and moved its budget back to the main campaign.
Built and approved dedicated landing pages for a new Eaton UPS campaign, due to launch in October.
The pause matters as much as the test. Giving conference room products a fair run, then stopping when the data said no, kept the money on the campaign that was producing enquiries.
Google Ads, April to September 2026. Small numbers mean single months swing a lot, so we report the quarter, not the best month.
Q3 cost more per conversion than Q2 (£100.93 against £63.32), and we say so. The reason is clear: £556.28 went on a test campaign that produced less than one conversion. The main campaign converted at £74.26, and once the test was paused its second-half-of-September run was about £65.
The numbers side by side
Q3 cost more per conversion than Q2. The test campaign explains most of the gap, and the main campaign tells a better story when you look at it alone.
| Q2 2026 | Q3 2026 | Q3 main campaign only | |
|---|---|---|---|
| Clicks | 458 | 502 | 344 |
| Conversions | 24 | 19 | 18.3 |
| Cost | £1,519.74 | £1,917.76 | £1,361.48 |
| Cost per conversion | £63.32 | £100.93 | £74.26 |
Source: Google Ads, 1 April to 30 September 2026. Q2 included some phone enquiries that were not the conference room buyers the business wants, so it flatters Q2.
Want results like this? See how our PPC management works, or read about paid search.
A good ad account is not one where every number goes up. It is one where you can see what each pound bought, keep what works, and stop what does not. Amax Supplies shows that in practice: a clean-up in Q2, an honest test in Q3, and a decision made on the evidence.
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