Cost per lead cut from £86.50 to £19.97 in 30 days — account-wide
The challenge
A busy DPF-cleaning specialist was spending £10,000 a month on Google Ads but paying for it. Tracking was set up poorly, so nobody could trust the numbers; ad rank was low, and the targeting and keywords were pulling in the wrong searches. The account was working hard and converting badly.
What we did
We rebuilt the account into consolidated campaigns on portfolio bidding, each one tightly targeted to a specific niche rather than one broad net. The landing pages were remade to match, and from then on the account was optimised constantly — a script pulling live performance data drove each rebuild iteration, so the account kept tightening week on week.
The result
Account-wide cost per lead fell from £86.50 to £19.97 — 4.3× more efficient from the start of the month to the end — with average click costs down from £3.50 to £1.60 and ad rank up from 3/10 to an average 8/10. There is still more optimisation to come.
£19.97
Account-wide cost per lead, down from £86.50
Client Google Ads account, 30-day average
£1.60
Average cost per click, down from £3.50
Client Google Ads account, 30 days
3 → 8
Average ad rank out of 10, up from 3
Client-reported, 30 days
What this doesn't prove: one account, £10,000/mo, DPF/automotive, first 30 days. This is a heavy-spend account, so the absolute cost-per-lead figures won't match a small local budget — the direction of travel is the point. Your sector, budget and season will move the numbers.
Paying too much per lead? Let's find out.
The audit applies the same standard to your numbers — findings in writing, whether or not an engagement follows.