Google Ads · Landscaping · Lead generation

38% more leads, each 19% cheaper

Leads+38%107 to 148 a month
Cost per lead$47down 19% from $59
Conv. rate19%up from 8.1%
Non brand CPL68% lower$203 to $64

Challenge

A landscaping and irrigation company needed more quality leads without paying more per lead. Before: one month. After: the next month.

What I did

  • Tighter targeting: 41% fewer clicks, 38% more leads
  • Split brand and non brand: non brand CPL $203 to $64
  • Non brand focused on irrigation and landscaping
  • Whole account run on $230 a day
  • Non brand still budget limited: room to scale
MetricBeforeAfterChange
Ad spend$6,270$6,992+12%
Leads107148+38%
Cost per lead$58.60$47.2419% lower
Conv. rate8.10%19.00%+135%
Clicks1,32177941% fewer
Non brand leads1533+120%
Non brand CPL$202.63$63.9568% lower

The proof

Google Ads table: brand and non brand search campaigns, account total 148 conversions, up 38.32%, cost per conversion 47.24 dollars, down 19.38%

Bottom row is the whole account. Brackets show the change against the previous month.

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