LEAD COST DOWN 51%, QUANTITY UP 171%
Tuesday, August 13, 2024
How we helped a UK flexible office-space provider drive down cost per lead by 53%, increase lead volume by 171%, and scale their account to support rapid expansion.
Services Provided
Google Ads
Key Achievements
- Cost-per-lead reduced by 53% YoY
- Lead quantity increased by 171%
- Account spend increased by nearly 30% YoY
- 33% more clicks to the site YoY, with a CPC reduced to £1.13
- Non-branded campaigns driving an average CPL of £15, showcasing the growing strength of the client’s brand
CLIENT OVERVIEW
This client is a leading flexible office-space provider in the UK, offering modern, fully serviced office solutions to businesses of all sizes. With their focus on creating dynamic, high-quality work environments, they’ve quickly gained traction across the country.
Facing rapid growth and the opening of five new locations, the client needed to significantly increase lead volume to fill their spaces. At the same time, they wanted to maintain or reduce their cost-per-lead (CPL) to ensure efficient use of ad spend.
Their existing Google Ads account was under-optimized, with outdated campaign structures and limited lead quality controls. That’s when they approached us to help them take their campaigns to the next level.
RESULTS ACHIEVED
In 2024, our optimized strategy delivered exceptional performance:
- £10,883 in total spend generated 787 leads with an average CPL of £13.83.
- 108,000 impressions and 9,619 clicks drove a strong online presence and increased site engagement.
- CPC reduced to £1.13, making clicks 33% cheaper YoY.
- Conversions remained strong with a 53% reduction in CPL YoY.
While branded campaigns performed well, non-branded generic campaigns outperformed expectations, delivering an average CPL of £15—a testament to the growing strength of the client’s brand.
OUR APPROACH
Optimizing Campaign Architecture
We overhauled the client’s Google Ads account, rebuilding campaign structures to align with Google’s best practices:
- Location and Audience Segmentation: Ensured precise targeting by dividing campaigns by location and audience type.
- Advanced Bidding Strategies: Maximized efficiency and reduced CPL while maintaining high lead quality.
Refining Lead Targeting with Negative Keywords
We developed and implemented a rigorous negative keyword strategy to maintain high lead quality while increasing volume. This eliminated irrelevant clicks and ensured budgets were spent on qualified prospects.
Collaborative Feedback Loop for Lead Quality
By establishing a robust feedback process with the client, we continuously analyzed and refined targeting based on lead outcomes. This iterative approach allowed us to maintain quality while scaling lead volume effectively.
SCALABILITY AND FUTURE OUTLOOK
With a highly optimized account driving exceptional results, the client has successfully supported the opening of new locations, filling many to near capacity.
In 2024, we increased spend by nearly 30% YoY while driving 33% more clicks and reducing CPL by 53%. Non-branded campaigns, in particular, have demonstrated the growing strength of the client’s brand, delivering an impressive £15 CPL.
Looking ahead, the client is well-positioned to continue their rapid expansion, leveraging a proven lead generation system to scale efficiently and consistently.
