Client – Pest Control Company

After our initial ad account audit and changes we still needed to gather data and then action changes based on the data gathered. The results speak for themselves. Over the course of the year, the entire account shows a consistent drop in the average cost per click and an uptrend across the year for conversions. Our client is in a niche industry that has peak operating levels in the summer and no winter business so there is an increased need for low-cost quality leads in their busy season.

Avg cost per click savings of 36.6% for the year

Avg cost per conversion savings of 31.6% for the year

The average cost per click savings for August on the account level was at 49.05%

Conversions were up 169 leads for August compared to 2019

When we combine the above two figures we see that for an additional 7k spend my client received an additional 169 leads which converted to a cost per lead of $41.65 for the additional 169 leads, and an average cost of $72.57 for all leads for the month of August 2020 saving $32.89 per lead over 2019s costs.

Even with high competition ad bidding we were still able to bring our cost per lead down significantly.

37.1% drop in the average cost per click for the month of August 2020 vs August 2019

Conversions increased significantly over the previous year with an additional 45 leads for the month of August 2020 over the same time period 2019.

Due to the data-driven adjustments we made at the campaign level and ad group level we saw the average cost per conversion for this campaign drop from $119.68 in August 2019 to $57.75 in August 2020 for savings of $61.93 per lead.

Total cost for this campaign in August 2020 was $4.570.00. For the additional $499.00 spend my client received 45 additional leads. That’s $11 dollars per lead for the additional spend!