Quality Leads in a Competitive Market

CASE STUDY – SERVICE BASED CLIENT LOOKING FOR QUALITY LEADS

Our client is in an industry that is notoriously competitive in Google Ads. With that brings very high CPCs (the highest we’ve seen is $80 in this account!) and a lot of big players. 

Our client had tried working with agencies in the past, but found that either quality leads were unaffordable, or they were affordable, but they weren’t high quality.

They came to us wanting to increase leads within key areas of their business, and build a stable lead generation pipeline for their business. They also wanted to keep their current Cost Per Acquisition (CPA) of $100.

Desk and vase with orange flowers - e-commerce ROAS optimisation

Here’s some of the notable results from our optimisation strategy:

  • CPA goal met: CPA has lowered by 53%, meaning this client is getting more leads for the same spend

  • Cost: We were able to gradually increase ad spend by 100%, from $6k per month to $12k.

  • Number of leads: The number of leads per month increased by 77% – so much so that we were told to slow down!

  • Quality Leads: Those “can’t help” leads decreased by 78%, meaning the leads our client was paying for were more worth their while!

Quality Leads For Less – The Strategy

conversion-tracking

Conversion Tracking

We implemented conversion tracking immediately after onboarding the client in order to track form fills and phone calls.

The previous conversion tracking in the account was double tracking meaning the client couldn’t understand if their ads were profitable or not.

Multi-CPA Strategy

Our client’s overall CPA goal is $100, but within that we have some campaigns working towards an $80 CPA goal and some working towards a $120 CPA goal. These reflect the different services that the business offers and the ACV of each service.

multi-cpa-strategy
keyword-testing

Keyword Testing

We implemented various tests to understand which keywords were driving quality leads, and which weren’t. We focused our efforts into areas that worked well, and turned off any areas that didn’t. This reduced wasted spend and made sure we focused our spend on the right keywords.


Looking for a Google Ads Partner?

Thinking about how your business could benefit from a strategy like this? Whether you’re looking to overhaul your Google Ads account or start from scratch, we’re the crew you want on board. Our expertise isn’t just in making the numbers look good; it’s in understanding what makes your business tick and translating that into digital success.

Ready to turn your Google Ads account from a challenge into your biggest asset? Let’s chat. Together, we can plot a course to success that’s tailored just for you.

Here’s to your success story being the next one we tell. Let’s make it happen!

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