Cutting CPL by 70%+ and Generating 1,900+ Leads Over 3 Years
The Client
Our client is a bespoke financial services provider offering tailored solutions to individuals and businesses. They had previously invested in multiple advertising campaigns targeting competitors, job titles and industries, but their cost per lead was too high to deliver a healthy return on investment.
They approached us looking for a smarter, data-driven campaign that could reduce their cost per acquisition while still bringing in a steady stream of high-quality leads.
Before we began working together in 2022, the client was spending around £10K across several campaigns but seeing very poor returns, with CPL as high as £228. They needed a complete reset to turn their paid marketing into a sustainable growth channel.
The Objective
The project’s goal was to dramatically reduce cost per lead (CPL) and build a scalable paid marketing system. We focused first on bringing CPL under control, then shifted to scaling lead volume sustainably while maintaining efficiency.
Next: What We DeliveredWhat We Delivered
Keyword Strategy
We built tightly grouped campaigns with exact and phrase match keywords, eliminating wasteful broad match spend and increasing ad relevance.
Campaign Overhaul
We paused all existing campaigns and started fresh, creating a new paid campaign structure from the ground up.
Precise Ad Group Structure
Campaigns were split into tightly themed ad groups, using exact and phrase match keywords rather than broad match. This allowed us to control spend, improve relevance and drive higher-quality clicks.
High-Converting Landing Page
We designed and developed a focused landing page optimised for conversions, ensuring that visitors were encouraged to take action with clear CTAs and benefit-driven copy.
Inclusive Targeting
We broadened the target audience to capture additional relevant segments, increasing reach and lead potential without diluting quality.
Continuous Optimisation
The campaign was monitored daily and optimised in real-time, with adjustments made to bids, ads and targeting to achieve peak performance.
The Outcome
Massive Cost Per Lead Reduction
Before we got involved, the client’s average cost per lead ranged from £108 to £228, and they spent around £10K with disappointing results.
Since taking over in 2022, we have reduced the cost per lead to an average of €59.93 (approx. £50), representing a 70–75% reduction compared to their 2021 baseline.
Consistent Performance & Lead Volume
Across multiple quarters, the campaign has delivered 1,920+ conversions with a 6.15% conversion rate, turning their ad spend into a predictable and scalable source of leads.
Improved ROI
With a total spend of €115K, the client is now achieving a far better return on investment, generating high-quality leads at a sustainable cost per acquisition.
Ongoing Optimisation
This campaign continues to be actively managed and refined, ensuring results remain strong while we explore further opportunities to scale lead generation.
