Local Service Business
Cost per customer from £188 to £35 In six days
Every number above came from changing one quarter of the account. The remaining three campaigns were still running the old structure while these
results were being recorded. It is the clearest evidence in this document that most underperforming accounts are not underfunded, they are misdirected.
CLIENT: REGIONAL CLEANING COMPANY CHANNEL: GOOGLE ADS PERIOD: 6 DAYS
£90–188
COST PER LEAD BEFORE
£35
COST PER LEAD AFTER. TARGET WAS £38
14 vs 9
NEW CUSTOMERS VS PREVIOUS PERIOD, +55.6%
25%
OF THE ACCOUNT CHANGED TO
ACHIEVE IY
What We Inherited
A business paying between £90 and £188 for a single lead, with an
owner who had stopped believing paid advertising could work for them.
The brief was blunt: get cost per acquisition to £38 or we stop.
They did not need a bigger budget or another platform. They needed the
existing budget pointed at people who were actually ready to buy.
What We Changed
We deliberately did not rebuild the whole account. We changed one
campaign out of four, because proving the concept on a quarter of the
spend is faster and safer than betting the entire account on an untested
theory.
- Rebuilt the single highest-potential campaign around genuine buying intent rather than category traffic.
- Cut spend on the query types that had produced enquiries but never customers.
- Set the account to measure booked work, not form fills.
WHY THIS ONE MATTERS
Every number above came from changing one quarter of the account. The remaining three campaigns were still running the old structure while these
results were being recorded. It is the clearest evidence in this document that most underperforming accounts are not underfunded, they are misdirected.
