The challenge
Before optimisation, cost per lead sat at roughly £650. At that level, generating enough demand to build predictable revenue was near impossible. The client needed dramatically better acquisition economics without losing lead quality.
What we did
- Rebuilt the acquisition system around higher-intent targeting and a tighter campaign structure.
- Sharpened keyword selection and ran continuous negative-keyword optimisation.
- Rebuilt conversion paths and fed lead-quality data back into campaign decisions.
- Reported commercially rather than on traffic, so CPL fell while pipeline grew.
The results
- Cost per lead fell from £650 to £19.16, a 97% reduction.
- 289 high quality leads on media budgets of roughly £650 per month.
- £1.3M of sales pipeline contributed.
- £434K of quoted value and £52K closed.
- Reported campaign ROAS of 726.86%.
- Paid media moved from an expensive source of enquiries to a viable acquisition engine measured on spend, lead, quote, pipeline, closed revenue.