PPC Case Study: How we reduced cost-per-lead by 48.2% in 5 months

The Challenge

While lead quality wasn't an issue, lead costs were too high. The client hoped to significantly reduce wasted ad spend - maintaining lead volume and reducing cost-per-lead. We focused our efforts accordingly:

1. Avoided poorly targeted searches which had led to low purchase intent
2. Used A/B message testing to continuously improve campaign performance
3. Adjusted demographic targeting to maximize campaign results
4. Managed individual keyword bids to establish the optimal combination of performance and cost per click
5. Investigated new keyword ideas based on actual target search terms
6. Analyzed competitor keyword activity and leveraged high performing keywords