How We Cut CPA from $287 to $144 and 1.7X Conversions for a Brand

Case Study Breakdown

Before

Spend: $541K

CPA: $287

Clicks: 57K

After

Spend: $738K

CPA: $144

Clicks: 112K

Conversions: 5,107

Problem Assessment

This brand was facing a problem that is common for many businesses:

They had a sizeable budget for their Google Ads campaigns, but they were not spending it efficiently.

The cost per acquisition was high and unprofitable, and they had significant issues with the following:

• Quality score
• Keyword targeting
• Landing page experience

This was making it difficult for them to secure and scale Google Ads as a reliable customer acquisition channel.

Streamlining the Campaign Structure

Given these challenges, we decided to focus on optimizing their account, cutting the waste by pausing unprofitable campaigns, and restructuring promising campaigns and ad groups in a more logical way.

This also involved expanding the reach on relevant keywords after conducting detailed keyword and competitor research.

Improving Landing Page Experience

We worked closely with the client on landing pages, both in terms of relevancy to the related keywords and conversion rate optimization.

This involved proper A/B testing of different landing page versions, which helped improve quality score and conversion rate, ultimately reducing cost per click.

Key Results and Impact

The results of our data-driven approach were truly impressive:

• We profitably increased the ad spend from $540K to $738K, a growth of 36%.
• Clicks grew from 57K to 112K, a massive increase of 97%.
• The cost per acquisition was reduced by basically half, from $287 to $144.

To replicate this success for your brand:

To achieve similar success for your brand, here are the steps to follow:

1. Don’t be afraid to increase your ad spend if your campaigns are profitable.
2. Analyze your account and identify any unprofitable campaigns.
3. Restructure your campaigns and ad groups to better align with your goals.
4. Conduct detailed keyword and competitor research to improve your targeting.
5. Work closely with your team to improve landing page experience and conversion rate.
6. Track your cost per acquisition and ensure it decreases over time.
7. Monitor your conversion rate and strive for constant improvement.