En Mouvement · Home accessibility equipment · Google Ads — Search · 2026
How En Mouvement grew calls from its ads 174% on 10% more budget
A 10% budget increase produced 174% more calls straight out of the ads. The difference was not the money — it was which searches the money reached, and how quickly a family could reach a human.
+174%
calls from ads
107 → 293, matched twelve months
The results, up top — every number is in the strip below
+174%
calls from ads
107 → 293, matched twelve months
+54%
total tracked calls
366 → 565 across the same window
+10%
media spend
CA$44,123 → CA$48,559
CA$166
cost per ad call
down from CA$412
565
calls tracked
current twelve months, site-call action
01 — The challenge
A considered, high-ticket purchase that still starts with a phone call.
En Mouvement has spent two decades installing accessibility solutions across Quebec — stairlifts, curved and straight, platform lifts, automatic door openers, plus rentals and reconditioned units. The buyer is usually an adult child researching for a parent, on a deadline set by a hospital discharge or a fall, and the first thing they want is to describe their staircase to somebody who knows what it costs.
The Google Ads account was producing 366 tracked calls a year, but only 107 came from the ads themselves; the rest arrived after a longer path through the site. Form submissions were declining — which for a CA$5,000-plus installation is not a tracking problem. It is a sign that a form is the wrong destination for someone who needs a number and a timeline.
“Families call us because they need to explain their staircase and hear a real price. Once the ads made calling the obvious thing to do, the office noticed before any report did.”
Illustrative quote — written by Web Tonic to put the results above in an owner’s words. It is not a statement provided by the client.
The account did not need more demand. It needed to stop routing urgent, high-consideration demand through a slow channel.
02 — Our approach
Shorten the path from an anxious search to a real conversation.
We rebuilt around the call. Call extensions and call assets were prioritised so a family could reach the office from the ad without loading a page, and call conversions were tracked separately from site calls so the two paths could be compared honestly rather than pooled.
Then the query mix was tightened around the named products and problems people actually search — stairlift for a curved staircase, wheelchair platform lift, automatic door opener — and pulled back from broad mobility and home-renovation terms that fill an account with browsing traffic.
Ad copy was rewritten around the two questions that decide the call: can this be installed on my stairs, and how soon. Turnkey installation and the twenty-year track record did the reassurance work that a form page was failing to do.
Budget was then raised in small increments and only into the campaigns already proving out on cost per call, which is why a 10% increase produced a disproportionate result.
03 — What we did
Call-first ads, product-level queries, reassurance copy, measured scale.
Four changes, each removing a step between worry and a real conversation.
Call-first delivery
Let families call without loading a page
Call assets and extensions were prioritised and tracked separately from site calls, so the fastest route to the office was also the measured one.
Recreated Google Ads conversion actions view
Product-level queries
Bid on named equipment, not general mobility terms
Searches naming a stairlift type, a platform lift or a door opener convert; broad mobility searches browse. Narrowing the query set is what made the extra budget productive.
Recreated Google Ads search terms view
Reassurance copy
Answered the two questions that decide the call
Will it fit my staircase, and how soon can it be installed. Turnkey installation and two decades of local work replaced generic mobility messaging.
Ad copy and extensions
Incremental scale
Added budget only where cost per call was already proven
A 10% increase went entirely into campaigns with a demonstrated cost per call, rather than being spread across the account.
Cost per call trend
The stack we ran it on
Google Ads
Paid search
Google Ads Editor
Paid search
GA4
Analytics
Google Tag Manager
Tracking
CallRail
Call tracking
Google Search Console
Search
AgencyAnalytics
Reporting
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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