Overview:

I helped optimize Google Ads for a regional business operating in 3 states. The success of the campaign is measured primarily in conversion volume and cost per lead.

I had to first outline and define our conversion actions and ensure that they were technically sound (using Google Tag Manager, GA4, and Webflow) and then dig into historical keyword trends to isolate high performing keywords, research their anticipated search volume, and optimize around them.

I then decided on an optimal cost-per-click for our high-valued keywords and defined a budget, but a true budget is always going to be fluid and dependent on search intent volume.

April (I started ~April 15th): - $7907.69 in spend - 92 leads - $86 cost per lead

May: - $7910 in spend - 117 leads - $67 cost per lead

June: - $13,548.75 in spend - 182 leads - $74 cost per lead By the end of April I had dug deep into the account and made some manual adjustments to our bidding structure and keyword layout. By the end of May, our CPL was notably decreased and I worked on scaling the account to see how much we could efficiently spend. This eventually led to nearly doubling our lead volume with a slightly decreased cost per lead.

Taking our estimated booking rate on leads of ~15%, this leads to an estimated CAC of $478.82 - when our customer's lifetime value is conservatively worth ~$1500 or more. It's difficult to include all of this data in a screenshot, especially without sharing sensitive information but here's a rough picture: