How We Reduced Cost Per Lead From £89 to £29 in Just 6 Weeks
KEY RESULTS ACHIEVED
67%
Reduced Cost Per Lead
£49K
Revenue in 2 months
A London-based steel fabricator, installer, and stockist offering a broad range of steel services. The business urgently needed to increase cash flow, which meant generating high-quality leads quickly and efficiently.
The Challenge
The client faced several serious constraints that made fast performance essential:
1. Immediate revenue pressure
They couldn’t afford the usual 1–3 month optimisation period most Google Ads accounts require. Results needed to come quickly and consistently.
2. Limited budget
With a modest monthly budget, every click had to be high intent. There was no room for waste.
3. No historical data
The client had lost access to their previous Google Ads account, meaning we were starting completely from scratch.
4. Wide-ranging intent
Steel is a broad industry, and therefore different searches carry different intent. Without careful filtering, the budget could have been burned immediately on irrelevant traffic.
The Strategy
1. High-intent keyword strategy
- Conducted detailed keyword research across all steel-related services.
- Grouped keywords into themes and prioritised only the highest-intent clusters to drive revenue quickly.
- Avoided broad or ambiguous keywords that would attract irrelevant searches and require extensive testing before becoming viable.
2. Full conversion tracking setup
To optimise quickly, we needed data flowing into the account from day one. We tracked:
- Phone calls
- Quote form submissions
- Email enquiries
- Chat widget opens
This ensured Google’s algorithms could learn rapidly, even on a lower budget.
3. Hyper-relevant ad copy and campaign launch
- Created highly tailored ad copy for each keyword theme to maximise relevance and quality score.
- Launched campaigns using exact match only to maintain full control over traffic.
- Once early conversions came in, switched to Maximise Conversions and expanded to phrase match, which immediately unlocked significantly higher-quality and higher-volume search traffic.
4. Controlled use of Google’s automation
- Phrase match opened the door to thousands of different steel-related queries, but we maintained tight control through daily search term reviews to remove any irrelevant queries instantly to prevent wasted spend.
- Stayed in close communication with the client, testing new themes and sharing performance insights to accelerate optimisation.
The Results
70 Leads in 7 Weeks
Consistent flow of high-intent leads at a cost per lead below £40.
CPL Reduced From £89 → £29
A reduction of over £60 within just 6 weeks.
£49,000 in Revenue Generated
All cash flow issues resolved within 7 weeks, with less than £3,000 spent on ads.
Want to achieve results like this for your business?
Ready to turbocharge your business growth with our strategic, data-driven Google Ads solution? Contact us today and arrange a strategy session.
