High-quality leads at a fraction of the previous cost

The challenge

The account had accumulated years of structural issues — broad match keywords cannibalising each other, missing negative keywords, and no proper conversion tracking. Cost per lead was high and lead quality was inconsistent.

The approach

• Full account audit identifying wasted spend and structural issues
• Campaign rebuild with tight match types and comprehensive negative keyword lists
• Conversion tracking audit — implemented proper form submission and call tracking
• Landing page recommendations to improve Quality Score
• Bidding strategy migration from manual to Target CPA

The results

Cost per lead reduced by 40% in 90 days while lead quality improved significantly. The account now operates with clear attribution and predictable cost per acquisition.