A Delhi NCR-based B2B services client came to us spending heavily on Google Ads with a cost-per-lead that was eating into margins. Over 90 days, we rebuilt their account structure and cut cost-per-lead by 60% while tripling qualified lead volume. Here's exactly what we changed.
The Starting Point
Broad match keywords across a single, unsegmented campaign, generic ad copy, and a landing page that hadn't been touched in two years. Budget was being spent, but a large share was going to irrelevant clicks.
What We Changed
1. Restructured Campaigns by Intent
We split the account into separate campaigns for high-intent transactional keywords versus research-phase queries, allowing budget to be weighted toward searches closest to conversion.
2. Tightened Audience Targeting
Layered in in-market and affinity audiences, excluded irrelevant geographies, and added negative keywords that had been silently draining spend for months.
3. Rebuilt the Landing Page
A single, focused landing page per campaign group, matching ad copy to page headline, with a simplified form and clear trust signals — client logos, testimonials, and a visible phone number.
4. Smart Bidding, Introduced Gradually
Moved from manual CPC to Target CPA bidding only after enough conversion data had accumulated, avoiding the common mistake of switching too early and confusing the algorithm.
Cost-per-lead didn't drop because we spent less — it dropped because we stopped paying for the wrong clicks.
The Results After 90 Days
- Cost-per-lead down 60%
- Qualified lead volume up 3×
- Click-through rate improved by 41%
- Landing page conversion rate nearly doubled
Key Takeaway
Most accounts we audit aren't underspending — they're mistargeting. Fixing structure, intent-matching, and landing page relevance almost always outperforms simply increasing budget.
