44% Cheaper Leads.
Five Weeks. Same Budget.

Too Much Spend, Not
Enough of the Right Leads

The company was running significant paid search spend but struggling with cost per lead. Leads were coming in, but at a cost that made the unit economics uncomfortable — and a good number of those leads weren't converting into paying customers.

The campaigns had been built broadly. Keywords were grouped too loosely, ad copy wasn't speaking to specific customer intent, and landing pages weren't doing enough to turn clicks into calls. Conversion tracking also had gaps, meaning the account was optimising towards incomplete data.

The Approach

The restructure focused on three interconnected levers: who we were targeting, how we were speaking to them, and whether we were capturing the full picture of what was working.

• Keyword intent segmentation — separating high-intent commercial terms (emergency plumber, boiler repair) from informational and brand terms, each with distinct bidding strategies
• Ad copy overhaul with relevance matched tightly to search intent — emergency copy for emergency searches, installation copy for installation searches
• Landing page experience improvements — clearer CTAs, faster load times, trust signals, and copy aligned to the specific ad group driving the traffic
• Extensive negative keyword additions to eliminate irrelevant clicks that were inflating spend without delivering leads
• Offline conversion tracking improvements to feed real lead quality data back into the bidding algorithm

The Results

Within five weeks, cost per lead had fallen by 44%. Importantly, this wasn't achieved by simply getting fewer, cheaper leads — lead quality improved alongside the reduction in cost, because the targeting was now bringing in people who actually needed the service rather than casual browsers.

The offline conversion tracking improvements meant the account was now learning from real outcomes rather than just form fills, setting the campaigns up for continued improvement beyond the initial restructure.