The Challenge
The business was running paid search campaigns but was not getting the desired number of qualified leads. Campaign targeting needed improvement, while high-cost keywords were affecting the overall advertising efficiency.
The objective was to increase qualified leads while reducing the cost per lead.
The Strategy
01. Keyword Research
Identified high-intent and commercially relevant keywords based on:
- Search intent
- Competition
- Estimated CPC
- Conversion potential
- Business relevance
02. Campaign Structure
Restructured campaigns into focused ad groups based on keyword themes and user intent.
03. Ad Copy Optimization
Created multiple variations of search ads with clear:
- Value propositions
- Benefits
- CTAs
- Keyword relevance
04. Negative Keywords
Added irrelevant search terms to reduce wasted ad spend and improve traffic quality.
05. Landing Page Optimization
Reviewed landing-page messaging, CTA placement, content relevance, and conversion flow.
06. Continuous Optimization
Monitored campaign performance and optimized:
- Keywords
- Bids
- Search terms
- Ad copy
- Locations
- Devices
- Audience segments
Results
| Metric | Before | After |
|---|---|---|
| Monthly Leads | 120 | 185 |
| Cost Per Lead |
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