How Did a UK Contractor Accommodation Company Fix Its Lead Quality? StayForWork Case Study

StayForWork houses contractors and work crews across the United Kingdom. Construction firms, engineering teams and project managers use it to find homes and serviced stays near their sites, often for months at a time, with an account manager and a shortlist for every booking. It sells to businesses only.

• Lead volume was high, but too few enquiries came from companies ready to book.
• Google was optimising toward cheap actions, not toward the leads that turn into business.
• Sales closed offline, so the ad account never learned which leads became customers.
• There was no single view from the first click to the signed contract.

• Digital transformation: the form, the lead pipeline, the CRM and the reporting now run as one tracked system.
• Qualified leads: campaigns rebuilt around how businesses search for workforce housing, with the wrong searches blocked.
• Qualified leads: a quote form that screens enquiries before they reach the sales team.
• Offline conversion upload: qualified leads and signed contracts go back to Google, so bidding learns what a real customer looks like.
• Sales enablement: every enquiry reaches the sales team in seconds, in their CRM, with its source attached.
• Reporting: a view that traces signed contracts back to the campaigns that found them.

• A pipeline built around qualified business enquiries, not raw volume.
• Bidding that learns from real customers, not form fills.
• A sales team that sees every enquiry in seconds, with its source.
• Clear sight of which campaigns bring paying customers.