The challenge
The client wanted to scale, but simply spending more wasn't going to get there. The brief was to generate substantially more leads, hold lead quality, cut acquisition cost, grow the revenue contribution from Google Ads and improve overall paid-media efficiency at the same time.
What we did
- Treated Google Ads as a revenue system rather than a lead-volume channel.
- Rebuilt campaign structure and keyword quality around genuine search intent.
- Reallocated budget toward conversion efficiency, cost per lead and revenue contribution.
- Increased budget only where commercial performance improved first.
The results
- £1.3M additional annual revenue, from £3.1M to £4.4M.
- Spend rose from £900K to £1.2M, with reported paid media ROAS up 76%.
- Google Ads share of total company revenue climbed from 46.7% to 63.7%.
- Paid search became responsible for almost two thirds of revenue.
- Lead volume up from roughly 15,000 to 27,000, a 77% increase.
- Cost per lead fell from £58 to £43, roughly 25% lower.
- Around £150,000 added in average monthly revenue.