Google ads · Professional services
Tools & equipment lead generation: 5,020 leads in a quarter at $16.65 each
5,020 leads
In one quarter at $16.65 cost per lead
A lead-generation business in the tools and equipment niche, feeding a $5B-revenue industry, was paying too much per lead and converting too few clicks. After a rebuild of the account structure and conversion tracking, Q2 2024 delivered 5,020 leads at $16.65 each from $83.6K of spend.
- Industry
- Professional services
- Market
- US
- Timeframe
- 3 months (Apr–Jun 2024)
- Services
- Google ads, Lead generation, Conversion tracking
- Pillar
- Grow
5.02KConversions, Q2 2024
$16.65Cost per conversion
56.2KClicks
$83.6KSpend
The brief
The client generates leads for the tools and equipment sector. Their campaigns had low conversion rates and a cost per lead that made the model unprofitable.
What we did
- Rebuilt the campaign structure around buyer intent so budget went to the search terms that produce enquiries.
- Repaired conversion tracking so Google’s bidding had accurate lead data to learn from.
- Rewrote ads and landing-page matches, then ran an ongoing search-term and negative-keyword routine.
Results
Between 1 April and 30 June 2024 the account produced 5,020 conversions at $16.65 each from 56.2K clicks and $83.6K of spend, with conversions up 2,950 on the previous quarter.
