Regional Service Business | Increased Lead Volume 65%, Decreased CPL and CAC 30%

Overview

I helped optimize Google Ads for a regional business operating in 3 states. The success of the campaign is measured primarily in conversion volume and cost per lead.

I had to first outline and define our conversion actions and ensure that they were technically sound (using Google Tag Manager, GA4, and Webflow) and then dig into historical keyword trends to isolate high performing keywords, research their anticipated search volume, and optimize around them.

I then decided on an optimal cost-per-click for our high-valued keywords and defined a budget, but a true budget is always going to be fluid and dependent on search intent volume.

Results

Over a 3 month period I was able to:

  • Increase lead volume by 65%

  • Decrease CPL by 35%

  • Decrease CAC by 30%

Primarily by optimizing the paid search account (Google Ads) and rolling out some low budget Meta Ad campaigns focused mainly on retargeting. See more details below.

March:
- $13,512.29 in spend
- 173 total leads
- $78.11 cost per lead

April (I started ~April 15th):
- $7907 in spend
- 261 total leads
- $30.30 cost per lead

May:
- $11,994 in spend
- 242 total leads
- $49.56 cost per lead

June:
- $14,298 in spend
- 287 total leads
- $49.82 cost per lead

The April lead numbers are a bit inflated by some activities they had committed at the end of March (not including that in the ad spend section) so the exact CPL numbers there are a bit misleading. Comparing March to May and June is probably a more accurate representation.

However, by the end of April I had dug deep into the account and made some manual adjustments to our bidding structure and keyword layout. By the end of May, our CPL that was directly attributed to the ads had notably decreased and I worked on scaling the account to see how much we could efficiently spend.

I believe we reached that level in June (and eventually July) and found a good middle ground between scale and efficiency.