--- title: "Helpland Google Ads Case Study: 99% ICP Conversions | Jam 7" description: Helpland cut tenant-intent calls and reached 99% ICP conversions with Google Ads—tightening match types, building intent-cluster negatives, and aligning ads to landlord-only messaging. image: https://jam7.com/hubfs/agency-web/graphics/pages/case-studies/hand-holding-keys.webp --- [Skip to main menu](https://jam7.com/case-studies/helpland-google-ads-case-study-99-icp-conversions-jam-7#main-menu) [Skip to footer](https://jam7.com/case-studies/helpland-google-ads-case-study-99-icp-conversions-jam-7#footer-menu) [![jam-7-logo-rgb](https://jam7.com/hubfs/agency-web/branding/logo/jam-7-logo-rgb.svg)](https://jam7.com/) - [Product](https://jam7.com/agentic-marketing-platform) - [Agents](https://jam7.com/agents) - [Case Studies](https://jam7.com/case-studies) - Company - Learn [Login](https://app.jam7.com/) [Book a Demo](https://jam7.com/book-a-demo) Try AMP AMP - [Agentic Marketing Platform®](https://jam7.com/agentic-marketing-platform) - [Agents](https://jam7.com/agents) - [Content](https://jam7.com/marketing-content) - [Onboarding](https://jam7.com/onboarding) Validate - [Security & Compliance](https://jam7.com/security-and-compliance) - [Compare AMP](https://jam7.com/compare-amp) ### [AMP V1 - Building an Agentic User Experience](https://jam7.com/news-and-announcements/amp-v1-building-an-agentic-user-experience) - [About](https://jam7.com/about) - [Careers](https://jam7.com/careers) - [Press / News](https://jam7.com/news-and-announcements) - [Contact](https://jam7.com/contact) - [Blog](https://jam7.com/blog) - [Resources](https://jam7.com/resources) - [B2B Glossary](https://jam7.com/glossary) [![jam-7-logo-rgb](https://jam7.com/hubfs/agency-web/branding/logo/jam-7-logo-rgb.svg)](https://jam7.com/) - [Product](https://jam7.com/agentic-marketing-platform) - AMP - [Agentic Marketing Platform®](https://jam7.com/agentic-marketing-platform) - [Agents](https://jam7.com/agents) - [Content](https://jam7.com/marketing-content) - [Onboarding](https://jam7.com/onboarding) - Validate - [Security & Compliance](https://jam7.com/security-and-compliance) - [Compare AMP](https://jam7.com/compare-amp) - [Agents](https://jam7.com/agents) - [Case Studies](https://jam7.com/case-studies) - Company - [About](https://jam7.com/about) - [Careers](https://jam7.com/careers) - [Press / News](https://jam7.com/news-and-announcements) - [Contact](https://jam7.com/contact) - Learn - [Blog](https://jam7.com/blog) - [Resources](https://jam7.com/resources) - [B2B Glossary](https://jam7.com/glossary) [Login](https://app.jam7.com/) [Book a Demo](https://jam7.com/book-a-demo) Try AMP ## Try AMP **for free** Free 14-day trial. No credit card required. Cancel any time. Already using AMP? [**Sign in with an existing account**](https://app.jam7.com/) 1. [Home](https://jam7.com/) 2. • 3. [Case Studies](https://jam7.com/case-studies/) 4. • 5. Helpland # Fixing Audience Fit in Google Ads: How Helpland Reached 99% ICP Conversions Results 99 % Of conversions from ICP (+50%, client-reported) 20 % Reduction in cost per conversion 17 % Increase in 60s+ calls ![helpland-logo-blue](https://jam7.com/hs-fs/hubfs/website/on-page-graphics/globals/helpland-logo-blue.webp?width=140&height=47&name=helpland-logo-blue.webp) **About** Helpland provides landlord-only eviction and possession support, helping landlords and letting agents regain possession quickly and compliantly. **Industry** Legal services **Company Size** 2-10 Helpland Google Ads Case Study: 99% ICP Conversions | Jam 7 6:00 In this case study Helpland’s Google Ads account had a strong foundation, but performance was being dragged down by a persistent problem: tenant enquiries. Helpland is a landlord-first business, yet tenant-intent searches were slipping through and generating phone calls that were a poor fit. Those calls weren’t just a waste of spend. They diluted conversion learning, reduced call quality, and created operational noise. Jam 7’s goal was simple: protect call quality without reducing legitimate landlord demand. The work focused on clarifying landlord-only positioning at the moment of the click or call, and tightening targeting hygiene so the account learned from the right audience. ### The TL;DR - **Who:** Helpland, landlord-focused eviction support. - **What:** Reduced cost per conversion and improved call quality by filtering tenant-intent traffic. - **Why:** Tenant calls were undermining efficiency and polluting conversion learning. - **When:** Within the first month. - **How:** Search-term forensics + intent-cluster negative architecture + match-type tightening + RSA and asset alignment to landlord-only positioning + call-quality measurement feedback loop. --- ## Situation and stakes Helpland serves landlords and letting agents who need specialist support fast. In search, that means high-urgency buyers with low patience and little room for ambiguity. But despite a solid starting point, Helpland’s Google Ads performance was being undermined by tenant leakage. The stakes were commercial and operational: - Wasted spend on the wrong audience - Lower call quality, with more time spent handling irrelevant calls - Distorted Smart Bidding learning (bad calls are bad learning) ## The strategic bet: make “landlord-only” unavoidable (and speed up learning) We focused on reducing tenant leakage at two points: 1. **Pre-impression targeting hygiene:** systematically block tenant-intent themes with negatives and a tighter match-type posture. 2. **Pre-click clarity:** make landlord-only positioning obvious in RSAs and assets so tenants self-filter. This preserved legitimate landlord demand while reducing irrelevant calls and accelerating learning. ## Implementation timeline (what happened when) ### **Phase 1: Diagnosis (days 1–3)** - Search term review to identify tenant-intent patterns slipping through - Review of existing negatives (400+) to spot gaps - Campaign and match-type audit to locate where looser matching pulled in the wrong audience ### **Phase 2: Restructure and hygiene (week 1)** - Built an intent-cluster negative framework (blocking themes, not chasing one-off terms) - Tightened match types and rebuilt keyword posture where leakage was occurring - Refocused targeting around landlord legal intent themes (e.g., Section 21, Section 8, possession and eviction) ### **Phase 3: Message alignment and measurement (week 2–4)** - Reworked ad copy and assets to make landlord-only intent explicit - Introduced call-quality as a first-class KPI - Fed learnings back into exclusions and messaging for rapid iteration ## The operating model Jam 7 deployed (human-led, AI-powered) ### **Ownership & cadence** Jam 7 owned diagnosis, architecture, copy alignment, and iteration cycles. Helpland provided domain context and feedback on call quality. ### **“Marketing brain” approach to paid search** Instead of treating optimisation as isolated tweaks, we treated it as a system: - **Memory:** an exclusion structure that persists and scales (intent clusters) - **Consistency:** copy and assets that repeat the same qualifier (“landlord-only”) everywhere - **Learning:** faster feedback loops so the account improves week by week ### **Human-in-the-loop (HITL) governance** This is the core principle behind our **Agentic Marketing Platform®**: automation is only as good as the signals you give it. We used a human-led review loop to ensure: - exclusions were blocking the right themes - RSAs signalled the right buyer and self-filtered the wrong one - the account learned from qualified calls, not noise --- ## Results Feb 2026 delivered material improvements vs baseline: - **Cost per conversion:** 20% reduction - **60s+ calls:** 17% increase - **Client feedback:** 99% high-quality calls (from a very low previous benchmark) The qualitative result mattered most: > *“We hardly get any tenants now. When an enquiry comes in, 99 times out of 100, it’s a landlord. That’s everything we wanted.”* > > — Lee Daniels, Helpland ## Why it worked (the non-obvious bit) The win wasn’t “more budget” or “more keywords”. It was **conversion hygiene**. Tenant calls are uniquely damaging in a call-led account because they: - waste spend *and* team time - distort conversion learning - make automation optimise towards the wrong people By systematically reducing tenant leakage and making landlord-only intent explicit in ads and assets, Helpland improved the quality of what the algorithm learned from and efficiency followed. ## Transferability This approach is a strong fit for any service business where: - there is audience confusion risk (consumer vs professional, free advice seekers vs paid service buyers) - lead quality matters as much as CPA In those contexts, speed comes from structure: a clear intent taxonomy, fast iteration, and consistent messaging that helps the wrong audience self-select out. ## Replicable playbook 1. Define what “qualified” means (call quality rules). 2. Make the qualifier unavoidable in ad copy and assets. 3. Build negatives as intent clusters (themes, not one-offs). 4. Tighten match types until quality stabilises. 5. Review search terms and ship exclusions immediately. ## Conclusion Helpland’s performance improvement came from focusing on the right outcome: qualified landlord calls. By tightening audience fit and making landlord-only messaging unavoidable, Jam 7 reduced cost per conversion and improved call quality — while setting the account up for the next performance phase, once prioritised. ## Your competitors are answering. Are you? Get your prioritised growth audit in 5 minutes. See exactly where you're losing trust, and how to win it back with Speed, Scale, Consistency, and Credibility. [Get your AI Growth Audit](https://cta-eu1.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLLNm1nzRJhLhL1%2BCr65S0dYhk%2Bup7Ju6ep5tq0m3rYReo2LmHAIJyvWGLcpcQMT7Kec6Y9GjU7julKkMzzkqBsi2ZfDaZtNh22%2FBcIJF0Lvk8dwpcCbOtdSEdZrppT1mrVc2TqRf6GjoBMuArGuKUVlTYQk5zkg%2B%2F%2BqDV0MoZPrf8LiyFhA&portalId=143516351) ## FAQs [Book a Growth Strategy Session](https://jam7.com/book-a-meeting) ### How do you improve lead quality in a call-led Google Ads account? Start with conversion hygiene. Reduce off-target demand with a scalable negative framework, tighten matching, and make qualifiers explicit in ads so the wrong audience opts out before calling. ### How do you keep speed high without sacrificing quality? Use a governed, human-led process with tight feedback loops, and leverage automation only when the system is being fed clean signals. ### What if the business needs quick wins but also longer-term performance growth? Stabilise lead quality first, then scale volume once the account’s learning is clean. Quality creates speed because it reduces rework and wasted spend. [Book a Growth Strategy Session](https://jam7.com/book-a-meeting) ## Read more stories (Related posts) ![camwood-logo-dark](https://jam7.com/hubfs/website/vectors/camwood-logo-dark.svg) Read More ### Agentic AI Case Study: How Jam 7 Helped Camwood Shift to Direct-First Growth - IT Services - IT Consulting ![people-working-in-office](https://jam7.com/hs-fs/hubfs/website/on-page-graphics/case-studies/people-working-in-office.webp?width=1200&height=675&name=people-working-in-office.webp) 55% CPA reduction (£425 → £188) ![evolve-logo-rgb](https://jam7.com/hubfs/agency-web/graphics/vectors/client-logos/rgb/evolve-logo-rgb.svg) Read More ### How Evolve Business Group Transformed Marketing at PE-Backed Pace - IT Services ![evolve-network-operations-centre](https://jam7.com/hs-fs/hubfs/website/on-page-graphics/case-studies/evolve-network-operations-centre.webp?width=1200&height=675&name=evolve-network-operations-centre.webp) 39.1% Increase in non-branded organic traffic (UK) ## Marketing 24x7 Direction in. Delivery out. Your team always in control. [![jam-7-logo-primary](https://jam7.com/hubfs/agency-web/branding/logo/jam-7-logo-primary.svg)](https://jam7.com/) Your AI marketing team. A shared Marketing Brain powers agents that plan, create and ship, 24/7 — with you always in control. - Get started - [Login](https://app.jam7.com/) - [AMP®](https://jam7.com/agentic-marketing-platform) - [Book a Demo](https://jam7.com/book-a-demo) - [Case Studies](https://jam7.com/case-studies) - Services - [Growth Strategy](https://jam7.com/growth-strategy) - [Positioning & Messaging](https://jam7.com/positioning-and-messaging) - [Organic & AI Search](https://jam7.com/organic-ai-search) - [Paid Media](https://jam7.com/paid-media) - [Website Design & Build](https://jam7.com/web-design-and-build) - [Conversion Rate Optimisation](https://jam7.com/cro) - Company - [About](https://jam7.com/about) - [Careers](https://jam7.com/careers) - [News / Announcements](https://jam7.com/news-and-announcements) - [Why Jam 7](https://jam7.com/compare-amp) - Insights - [Blog](https://jam7.com/blog) - [B2B Glossary](https://jam7.com/glossary) - [Resources](https://jam7.com/resources) © Jam 7 Ltd 2026. All rights reserved. - [Privacy Policy](https://jam7.com/privacy-policy) - [Terms of Use](https://jam7.com/terms-of-use) - [Cookie Policy](https://jam7.com/cookie-policy) - [Modern Slavery Policy](https://jam7.com/modern-slavery-policy) ```json { "@context" : "https://schema.org", "@type" : "BreadcrumbList", "itemListElement" : [ { "@type" : "ListItem", "item" : "https://jam7.com", "name" : "Home", "position" : 1 }, { "@type" : "ListItem", "item" : "https://jam7.com/case-studies", "name" : "Case Studies", "position" : 2 }, { "@type" : "ListItem", "item" : "https://jam7.com/case-studies/tag/legal-services", "name" : "Legal Services", "position" : 3 }, { "@type" : "ListItem", "item" : "https://jam7.com/case-studies/helpland-google-ads-case-study-99-icp-conversions-jam-7", "name" : "Helpland", "position" : 4 } ] } ``` ```json { "@context" : "https://schema.org", "@id" : "https://jam7.com/#organization", "@type" : "Organization", "address" : { "@type" : "PostalAddress", "addressCountry" : "UK", "addressLocality" : "London", "addressRegion" : "England", "postalCode" : "W1W 6XH" }, "logo" : { "@type" : "ImageObject", "url" : "https://143516351.fs1.hubspotusercontent-eu1.net/hubfs/143516351/Jam%207%20Brand%20Assets/Logos/SVG/Logo_Positive_1.svg" }, "name" : "Jam 7 Ltd", "url" : "https://jam7.com" } ``` ```json { "@context" : "https://schema.org", "@type" : "Article", "author" : [ { "@type" : "Person", "name" : "Jam 7", "url" : "https://jam7.com/case-studies/author/jam-7" } ], "dateModified" : "2026-04-01T20:17:02+0000", "datePublished" : "2026-04-01T20:05:48+0000", "description" : "Helpland cut tenant-intent calls and reached 99% ICP conversions with Google Ads—tightening match types, building intent-cluster negatives, and aligning ads to landlord-only messaging.", "headline" : "Helpland Google Ads Case Study: 99% ICP Conversions | Jam 7", "image" : [ "https://143516351.fs1.hubspotusercontent-eu1.net/hubfs/143516351/agency-web/graphics/pages/case-studies/hand-holding-keys.webp" ], "inLanguage" : "en", "mainEntityOfPage" : { "@id" : "https://jam7.com/case-studies/helpland-google-ads-case-study-99-icp-conversions-jam-7" }, "publisher" : { "@type" : "Organization", "name" : "Jam 7 Ltd", "url" : "https://jam7.com/case-studies/helpland-google-ads-case-study-99-icp-conversions-jam-7" } } ``` ```json { "@context" : "https://schema.org", "@type" : "LocalBusiness", "address" : { "@type" : "PostalAddress", "addressCountry" : "UK", "addressLocality" : "London", "addressRegion" : "England", "postalCode" : "W1W 6XH" }, "name" : "Jam 7 Ltd", "url" : "https://jam7.com/case-studies/helpland-google-ads-case-study-99-icp-conversions-jam-7" } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Jam 7", "url" : "https://jam7.com/case-studies/author/jam-7" }, "dateModified" : "2026-04-01T20:17:02.759Z", "datePublished" : "2026-04-01T20:05:48.000Z", "headline" : "Helpland Google Ads Case Study: 99% ICP Conversions | Jam 7", "image" : [ "https://jam7.com/hubfs/agency-web/graphics/pages/case-studies/hand-holding-keys.webp" ], "mainEntityOfPage" : { "@id" : "https://jam7.com/case-studies/helpland-google-ads-case-study-99-icp-conversions-jam-7", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://jam7.com/hubfs/Jam%207%20Brand%20Assets/Logos/SVG/Logo_Positive_1.svg" }, "name" : "Jam 7 Ltd" } } ``` ```json { "@context" : "https://schema.org", "@type" : "FAQPage", "mainEntity" : [ { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "A human Growth Agent orchestrates specialised AI agents for research, clustering, copy and performance inside a single governed plan. Instead of random volume, you get governed velocity: consistent outputs tied to ICP truth, brand standards and measurable commercial goals." }, "name" : "What is an agentic-AI marketing system; and how is it different from “AI content”?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "It replaced campaign sprawl with a weekly operating cadence: ICP-aligned topics, production, CRO experiments and paid signal feeding back into the plan. That’s how discoverability, conversion and pipeline improved together; culminating in a mix reversal to roughly 70% direct in about 15 months." }, "name" : "How did this system produce outcomes so quickly at Camwood?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Pipeline influenced (≈£2.77M), conversion (homepage +~152%), lead acceptance (MQL→SQL), ranking lifts (avg position +7.9, footprint +~17%), and paid efficiency (Google Ads leads +~1100%). These are leading and lagging indicators tied to commercial outcomes." }, "name" : "Which KPIs mattered most to leadership?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "All outputs pass human editorial QA with brand, compliance and accessibility checks. AI agents are domain-trained on first-party materials; governance rejects anything off-brand or unproven before it ships." }, "name" : "How is brand safety and accuracy maintained with AI?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Pricing, HubSpot CRM platform, and PR spikes remained constant during initial sprints. The point was to measure the system itself; strategy, content, CRO, and paid working together." }, "name" : "What did you deliberately not change (so attribution stayed clean)?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Quality drift (solved by QA and domain training), ICP mismatch (sales feedback loop), channel dependence (portfolio balance), stakeholder bandwidth (RACI and templates), ranking volatility (cluster depth and refresh cycles)." }, "name" : "What risks did you plan for; and how were they mitigated?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "B2B technology contexts where governance and measurable outcomes matter; enterprise and regulated settings, complex product/service stories, multi-stakeholder sales." }, "name" : "Where does this approach work best?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "One cluster, pillar + three supports, weekly CRO sprints, modest paid on the same cluster, and one service page rewrite from features to outcomes. Review signals fortnightly; move resources toward what compels acceptance and accelerates cycle time." }, "name" : "What’s the 90-day plan to prove signal before scale?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Among other remarks: “The work that Jam 7 did started getting us noticed… People were finding us, which they hadn’t been previously.” And on timing: “If everyone else is going to pull back on marketing, why don’t we push the button a little bit and push ourselves in terms of budget?”" }, "name" : "What did Camwood say about the partnership?" } ] } ``` ```json { "@context" : "https://schema.org", "@type" : "BreadcrumbList", "itemListElement" : [ { "@type" : "ListItem", "item" : "1/", "name" : "Home", "position" : 1 }, { "@type" : "ListItem", "item" : "1/case-studies/", "name" : "Case Studies", "position" : 2 }, { "@type" : "ListItem", "item" : "1/case-studies/helpland-google-ads-case-study-99-icp-conversions-jam-7/", "name" : "Helpland