From 12 Leads to 996: A Google Ads Turnaround for a Cleaning Business

Campaign Summary & Performance Analysis

This case study showcases a dramatic and highly successful turnaround for the Australian-based Real Bond Cleaning company's Google Ads campaign. The project transformed an underperforming, costly campaign into an extremely efficient lead-generation engine.

Initial Challenge & "Before" Stats

The campaign was initially facing a critical challenge: an unsustainably high Cost Per Lead (CPL) that made it difficult to compete and generate quality leads profitably.

• Initial Cost Per Lead (CPL): $592

• Initial Conversions (Leads): 12

• Initial Ad Spend: $7,100

At a CPL of $592, the campaign was unprofitable and failing to deliver the volume of leads the business needed to grow.

Strategy & Actions Implemented

A methodical optimization strategy was deployed to overhaul the campaign's performance:

1. Strategic Keyword Research: A new set of relevant keywords was researched and implemented using Phrase Match to improve targeting and reduce irrelevant clicks.

2. Data-Driven Optimization: After an initial learning phase, the Search Terms report was analyzed to find the exact, high-performing user queries that led to conversions at a lower cost.

3. Scaling Success: These proven, efficient search terms were added to the core keyword list to scale the positive results.

Results & Improvements ("After" Stats - 8 Months)

The strategic changes yielded transformative results, dramatically improving every key performance indicator.

• New Cost Per Lead (CPL): $7.26

• New Conversions (Leads): 996

• New Ad Spend: $7,230

Key Improvements:

• Cost Per Lead Reduction: The CPL was slashed by an incredible 98.8%, from $592 down to just $7.26.

• Lead Volume Growth: The number of leads skyrocketed from 12 to 996—an 83x increase in lead volume.

• Budget Efficiency: This massive growth in leads was achieved while spending virtually the same advertising budget. The campaign went from generating 12 leads for $7.1K to generating 996 leads for a similar amount.