Cost per lead nearly halved and enquiries more than doubled in four months, on broadly flat spend.
High-ticket trailer manufacturer · United States · Google Ads (Performance Max, Search), lead and call tracking, landing page
The situation
New Google Ads accounts start data-poor, so the first month runs inefficiently while the system learns which searches produce real enquiries. This account opened at a cost per lead near $23 with a click-through rate under 2%. For a high-ticket seller, where each unit is worth thousands of dollars, early inefficiency is expensive, and every wasted lead is real money.
What we did
- Rebuilt lead and call tracking so every genuine enquiry was measured, then fed that back to bidding so it chased buyers rather than clicks.
- Built a dedicated enquiry landing page to convert more of the traffic already being paid for.
- Structured Performance Max around distinct product lines, so budget followed the units that actually sell.
- Added a Brand Protect campaign to defend branded searches, and a Competitor layer to capture in-market buyers comparing suppliers.
The result
Cost per lead fell from $22.95 to $12.39, a 46% reduction. Monthly enquiries grew from 63 to 148, and click-through rate climbed roughly four-fold to about 7.5%. Across four months, we generated 471 qualified enquiries from roughly $7,200 in ad spend, while keeping monthly budgets broadly flat.
Better-qualified leads at a lower cost turned ad spend into a more predictable sales pipeline for the client.
See what your spend could returnMore case studies
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