Brushly

2026

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⁰¹Client

Brushly

⁰²Timeline

Site 2025 — lead engine under management since Jun 2026

⁰³Tech Stack

Next.js, React, GSAP +3 more

⁰⁴Live Site

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⁰⁰In Brief

What

Brushly is a premium painting-and-decorating company in Surrey — and it is ours: GoSmartR’s founder operates it, so the brand, the site and the paid-search engine all run on our own money and risk. The engagement is the full stack we sell: craft-led brand site plus managed Google Ads with real conversion tracking.

What was hard

Trades advertising is where ad budgets go to die: generic keywords, no conversion tracking, and no way to tell a £60 click from a £600 job. The bar was a lead engine whose numbers survive scrutiny — every lead tracked to a phone call, a WhatsApp tap or a quote form, and a cost per lead the job economics clearly clear.

How

The site presents the craft in the register of the paint brands its clients already trust — restrained, typographic, before/after led. Underneath it, the managed Google Ads account tracks three separate conversion actions (phone click, WhatsApp click, quote form), splits spend across keyword themes from "house painters" to "local painter and decorator", and prunes by CTR and cost per lead rather than by feel.

Result

Over the twelve weeks to 30 August 2026: £1,682 of spend produced 595 ad clicks and 26 tracked leads — roughly £65 per lead against jobs worth many multiples of that — with the best keyword theme ("local painter and decorator") clicking through at 10.18%.

⁰¹The Challenge

Brushly had built a reputation for immaculate craftsmanship across Surrey, but its digital presence told a different story — and its lead flow depended entirely on word of mouth. The brief was the full stack: a site that felt as considered as the Venetian plaster finishes, and a paid-search engine underneath it that could be judged on tracked leads rather than impressions. Because Brushly is our own company, there was nowhere to hide a vanity number: the ad budget is ours.

The Design

⁰²The Approach

We built the brand site in the visual language of the paint houses its clients already trust — Farrow & Ball, Little Greene — with before/after reveals, a colour visualiser and typography that whispers rather than shouts. Then we wired the commercial layer: a managed Google Ads account with three separate conversion actions (phone click, WhatsApp click, quote form) so every lead is attributable, keyword themes split from broad ("house painters", "painting and decorating services") to high-intent local ("local painter and decorator"), and spend pruned by cost per lead, not instinct.

The Solution

Interactive Before & After

Drag-to-reveal comparison tool showcasing transformation quality — the most convincing sales asset on the site.

Three-Channel Lead Tracking

Phone clicks, WhatsApp taps and quote-form submissions each tracked as separate Google Ads conversion actions — so "26 leads" means 26 attributable lead events, not a proxy metric.

Keyword Themes Pruned by Economics

Spend split across intent tiers and judged on cost per lead: the high-intent "local painter and decorator" theme clicks through at 10.18% and earns budget; loose themes get cut.

⁰⁴The Results

Tracked Leads¹

Ad Clicks, 12 Weeks²

0^%

Top-Theme CTR³

Tracked leads, 12 weeks⁴

~£65

Cost per tracked lead⁵

Ours

Whose money this is⁶

1Tracked Leads — Google Ads lead funnel for the managed Brushly account, 6 Jun – 30 Aug 2026: 26 raw leads from 595 ad interactions, across phone-click, WhatsApp-click and quote-form conversion actions. Captured 2026-08-30.
2Ad Clicks, 12 Weeks — Google Ads account overview, 6 Jun – 30 Aug 2026: 595 clicks on 12.1k impressions (4.93% account CTR) at £2.83 average CPC, £1,682.48 total spend. Captured 2026-08-30.
3Top-Theme CTR — Keyword-theme summary, same period: "local painter and decorator" at 10.18% CTR (39 clicks) — the account’s best active theme, against low-single-digit search norms for the trade. Captured 2026-08-30.
4Tracked leads, 12 weeks — Google Ads lead funnel, 6 Jun – 30 Aug 2026: 26 raw leads from 595 ad interactions, tracked across three conversion actions — phone click, WhatsApp click and quote form.
5Cost per tracked lead — £1,682 total spend over the period across 26 tracked leads. A single decorating job is worth many multiples of that, so the engine pays for itself on the first conversion each month.
6Whose money this is — Brushly is operated by GoSmartR’s founder — our own company, our own ad budget. The lead engine we sell to clients is the one we run on ourselves first.