Geo Stone · Granite & quartz countertop fabrication · Google Ads — Search · 2026
How Geo Stone doubled the calls coming straight from its ads
A countertop is a considered purchase with a showroom at the end of it. The job of the ads is not to sell granite — it is to start a conversation with someone who is already measuring their kitchen.
+113%
calls from ads
93 → 198, matched twelve months
The results, up top — every number is in the strip below
+113%
calls from ads
93 → 198, matched twelve months
+14%
form submissions
156 → 178
CA$21,492
media spend
up from CA$15,097
198
ad calls tracked
calls-from-ads action only
−13%
site phone calls
120 → 104, published not hidden
01 — The challenge
A high-ticket product sold in a showroom, advertised like a commodity.
Geo Stone fabricates granite and quartz countertops in Laval for residential and commercial projects, from a colour collection customers come in to see in person. The purchase is thousands of dollars and weeks long: search, showroom, template, install.
That makes the search landscape treacherous. "Quartz countertop" is typed by homeowners three months from buying, by contractors pricing a job, and by people who will never leave a browser tab. Paid search that treats those as one audience spends most of its budget on the third group.
“People do not buy a countertop from a photo. I need them in the showroom with a slab in front of them — so what I really need from the ads is the phone call that gets that appointment booked.”
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.
So the account was rebuilt around the call and the estimate request, not the click.
02 — Our approach
Advertise the material, qualify the project, capture the call.
Search terms first. Material-specific queries — quartz, granite, by colour family — behave completely differently from generic renovation searches, and were separated so the ad could name the material the customer typed.
Then the two conversion routes were treated as equals rather than rivals: the estimate form for planners, the call for people ready to book a showroom visit. Call assets were pushed into the ad itself for the second group.
And we published the metric that went the wrong way. Site-tracked phone calls declined 120 → 104 across ten matched months even as calls from the ads more than doubled — consistent with customers dialling from the ad rather than the website, but we are not going to hide it behind the headline.
03 — What we did
Material-level structure, two conversion routes, one honest report.
The pipeline grew where the money was pointed, and we are showing where it did not.
Material-level structure
Split quartz, granite and colour-family demand
Each material got its own ad groups so the ad could name what was typed. Generic renovation queries were pushed down or excluded.
Recreated Google Ads campaign table
Call assets
Made the showroom booking reachable from the ad
Call extensions and call assets were promoted for ready-to-visit searches, which is where the 113% growth in ad calls came from.
Calls-from-ads trend
Estimate form path
Kept a low-friction route for planners
Not every kitchen is being bought this week. The estimate request stayed as a parallel route and rose 14% over the same window.
Form submissions trend
Honest reporting
Published the metric that declined
Site-tracked calls fell 120 → 104 on ten matched months. It appears on this page because a case study that only shows the wins is a brochure.
Conversion action breakdown
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”
.webp)
.webp)
