Generated Total 8,500+ Leads and Reduced CPL by Up to 72% in 6 Months
Over a six-month engagement, we rebuilt this client's Google Ads and Meta Ads strategy while improving the website experience. The result was lower acquisition costs, stronger lead generation, and a campaign structure that could scale without wasting budget.
Challenge
Inconsistent Leads and High Advertising Costs
When the client approached us, they were already investing in Google Ads and Meta Ads. The problem was not the lack of advertising. The problem was that the advertising was not producing efficient business outcomes.
The campaigns were generating inconsistent lead volume, cost per lead was too high, lead quality was unreliable, and advertising spend was being wasted on poorly targeted traffic.
The website also created friction after users clicked the ads. Landing pages were not built to convert paid traffic, which reduced the value of every advertising dollar.
- Low lead volume: Google campaigns struggled to produce consistent monthly inquiries.
- High acquisition costs: Google CPL reached nearly $78 in one month.
- Poor targeting: Existing campaigns attracted a large amount of low-intent traffic.
- Weak conversion journey: The website and landing pages were not helping paid visitors become leads.
Solutions
A growth-centric, month-on-month plan
We treated this as a complete lead generation problem rather than an ad account problem. Instead of only adjusting bids and budgets, we rebuilt the journey from search or social click to completed inquiry.
Paid advertising strategy
- Rebuilt Google Ads campaign structure around high-intent commercial searches
- Refined keyword targeting and removed wasted search traffic
- Improved audience segmentation across Meta campaigns
- Continuously tested creatives, messaging, and bidding strategies
- Shifted budget toward the highest-performing campaigns
Website and conversion improvements
- Improved landing page layout and user experience
- Strengthened page content around buyer intent
- Optimized meta titles and descriptions for stronger relevance
- Fixed technical SEO issues affecting landing page performance
- Improved the overall path from ad click to lead submission
1,042%
Increase in Meta leads From 192 to 2,193 monthly leads
72%
Lower Meta cost per lead From $20.48 to $5.67
54%
Lower Google cost per lead From $69.87 to $31.81
62%
Lower Google monthly spend While maintaining consistent lead volume
The result
Successfully Achieved Lower Costs and More Leads Across Both Ad Platforms
The performance data shows two different success stories. Google Ads became significantly more efficient, while Meta Ads became a scalable lead generation channel.
Google Ads performance
Cost per lead dropped steadily over six months while monthly spend fell by more than half.
- Lead volume stabilized - After an underperforming November, campaigns recovered to 171 leads in December and maintained consistent performance.
- CPL reduced by 54% - Google cost per lead improved from $69.87 to $31.81, making every inquiry substantially less expensive.
- Lower monthly spend - Monthly ad spend decreased from $11,878 to $4,549 while maintaining a healthy lead pipeline.
Meta Ads performance
Meta evolved from a secondary channel into a high-volume lead acquisition engine.
- 1,042% growth in lead volume - Monthly Meta leads increased from 192 to 2,193 during the engagement.
- 72% lower cost per lead - CPL improved from $20.48 to $5.67, allowing the client to scale without sacrificing efficiency.
- Consistent upward growth - Every month after October produced more leads than the previous baseline, creating a predictable acquisition channel.
Services we provided
- Google Ads Management: Campaign restructuring, bidding, keyword targeting, and ongoing optimization.
- Meta Ads Management: Audience strategy, creative testing, scaling, and cost reduction.
- Landing Page Optimization: Better layouts, stronger messaging, and improved lead capture.
- Keyword Research: Focus on high intent searches within the metal building industry.
- Content Improvements: Website copy rewritten to match buyer intent and paid traffic.
- Technical SEO: Metadata optimization and technical fixes supporting landing page performance.
- Conversion Rate Optimization: Continuous testing across ads, landing pages, and the inquiry journey.
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