Generating More Qualified Leads at a Lower Cost with Google Ads
Restructured Google Ads campaigns to increase qualified enquiries, reduce cost per lead, and improve the quality of traffic reaching the business.
The Project at a Glance
Restructured Google Ads campaigns to increase qualified enquiries, reduce cost per lead, and improve the quality of traffic reaching the business.
- Industry
- Local Services / Home Improvement
- Service
- Google Ads Lead Generation Improvement
- Primary result
- Monthly leads: 80 to 156
Local Services / Home Improvement
Business objectives for this project:
- Increase qualified enquiries each month.
- Reduce cost per lead.
- Improve the quality of traffic reaching the business.
- Align keywords, ads, and landing pages.
- Track contact forms and phone calls completely.
Measurement period. Both periods are equal in length, so monthly averages compare like for like. Monthly figures are monthly averages for each period. Percentage changes compare the after period with the before period; changes in rates also show percentage points where they apply.
What Was Holding Results Back
High cost per lead and inconsistent enquiry volume.
Search traffic containing irrelevant or low-intent queries.
Poor alignment between keywords, ads, and landing pages.
Incomplete conversion tracking across contact forms and phone calls.
The Numbers, Side by Side
Each figure below compares the before period with the after period. Percentage changes and percentage-point changes are labeled separately.
Monthly leads
Monthly averageCost per lead
Monthly ad spend
Monthly averageLanding page conversion rate
Each pair of bars is scaled to the larger of its two values, so bar lengths compare before with after within one metric. Different metrics use different units and are not compared with each other.
How We Did It
The work performed, in the order it was done.
Intent-based structure
Reorganised Search campaigns and ad groups around specific services and customer intent.
Keyword control
Refined keyword match types and added negative keywords.
Benefit-led ad copy
Improved ad copy to communicate service benefits and encourage enquiries.
Landing pages
Optimised landing pages with clear calls to action and simplified contact forms.
Tracking audit
Audited form submissions, calls, and lead conversion tracking using Google Ads, GA4, and GTM.
Quality monitoring
Monitored lead volume, cost per lead, search-term quality, and qualified enquiries.
What It Meant for the Business
Monthly lead volume increased from 80 to 156.
Cost per lead decreased from $75 to $42.
Landing page conversion rate improved from 4% to 7.5%.
Advertising investment increased only slightly while lead generation improved.
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All KPIs in One Place
Calculated from the before and after values for the measurement period shown above.
| Metric | Before | After | Change | Type of change |
|---|---|---|---|---|
| Monthly leads (monthly average) | 80 | 156 | +95% | Relative percentage |
| Cost per lead | $75 | $42 | -44% | Relative percentage |
| Monthly ad spend (monthly average) | $6K | $6.55K | +9.2% | Relative percentage |
| Landing page conversion rate | 4% | 7.5% | +88% +3.5 percentage points | Relative % (with percentage points) |
- Monthly leads moved from 80 to 156, a 95% increase.
- Cost per lead moved from $75 to $42, a 44% reduction.
- Monthly ad spend moved from $6K to $6.55K, a 9.2% increase.
- Landing page conversion rate moved from 4% to 7.5%, a 88% relative improvement (+3.5 percentage points).
Generate more qualified leads without letting acquisition costs spiral.
Tell us about your goals and we will show you where the biggest opportunities are, with a free audit and no obligation.