How WebHorse Marketing helped Liberty Powder Coating more than double their leads while cutting their cost per conversion in half.
Liberty Powder Coating is a Highland, Michigan based finishing company serving both residential clients and some of the most demanding industries in the world, including medical, aerospace, military, and agriculture. Since 2012, they have built a reputation for precision, quality, and reliability that speaks for itself. Liberty first came to WebHorse Marketing in 2023 for a new website, and once that investment started paying off, the next logical step was getting in front of even more customers. That’s when Google Ads entered the picture.
Google Ads can be a straightforward win for a lot of businesses, but Liberty Powder Coating was a different kind of challenge. Serving such a specialized and diverse range of industries meant that finding the right targeting, the right messaging, and the right campaign structure required real patience and a data-driven approach. WebHorse spent the last couple of months 2024 doing exactly that: testing, refining, and learning the market. By January 2025, the right recipe was locked in, and what followed was a year of results that made every bit of that groundwork worth it.
In 2025, Liberty Powder Coating saw transformational growth across every key Google Ads metric. It was the result of a smarter strategy, better campaign structure, and a relentless focus on driving the right traffic at the right cost. Total conversions jumped from 54 in 2024 to 123 in 2025 — a 127.7% increase. Average monthly leads doubled from 5 per month to 10 per month. And perhaps most impressively, the cost per conversion was cut nearly in half, dropping from $63.96 in 2024 to $32.90 in 2025. Even as Liberty increased their daily budget in 2025 to fuel more growth, every dollar worked harder and went further than it ever had before.
By January 2025, WebHorse had the data, the insights, and the refined strategy needed to take Liberty Powder Coating’s Google Ads performance to a completely different level. Cracking the right approach for a business operating across residential, industrial, aerospace, medical, and military sectors took time, but that time was an investment. Every test, every adjustment, and every dollar spent in 2024 was information that sharpened the strategy going into 2025.
Rather than running a single campaign type and hoping for the best, we built a dual campaign approach: pairing a Search campaign to capture high-intent prospects actively looking for powder coating services, with a Performance Max campaign launched in July 2025 to expand reach and capture demand across Google’s entire network of placements. The Search campaign alone drove 31 conversions at a cost per conversion of $31.25 and a conversion rate of 5.18% — meaning more than 1 in every 20 clicks turned into a real lead. The Performance Max campaign added another 23 conversions at $32.71 per conversion, keeping Liberty visible to potential clients at every stage of their search journey.
The most compelling comparison though is this: in the second half of 2024, Liberty generated 54 conversions and spent $2,452.78 to get them. In the second half of 2025, WebHorse drove that exact same number of conversions for just $1,721.02. Same results. $731.76 less. That is what a fully optimized Google Ads strategy looks like in practice, and it set the stage for a record breaking full year in 2025.
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