Real accounts.
Real numbers.
Before and after.
Three businesses that were already spending on Google, and what changed once the strategy behind the spending changed. Every figure below comes from the client's own account.
What changed across three accounts
Different industries, same problem: budget going to clicks that were never going to convert.
A law firm paying $2,500 a lead
now pays $700
The firm was spending heavily and getting very little back. Their site was hard to navigate, their landing pages were not built around the searches people actually made, and their local profiles were barely visible. We rebuilt all three, then rebuilt the ads account on top of them.
The challenge
- Poor website structure. Navigation was confusing for visitors.
- Ineffective landing pages. No target keywords, no clear selling proposition.
- Limited online presence. Hyperlocal SEO profiles were unoptimized.
- Ad campaigns not built for conversions. Hence the $2,500 cost per lead.
What we did
- Rebuilt the site structure with a clear, intuitive navigation menu.
- Rewrote landing pages around target keywords and the firm's differentiators.
- Optimized hyperlocal SEO profiles to lift visibility in local search.
- Rebuilt the Google Ads account around conversions instead of clicks.
Curious what your cost per lead
could look like?
Half the cost per patient,
in six weeks
The ads were running and the clicks were coming in. They just were not turning into appointments. The account was casting too wide a net, geographically and by keyword, and the landing page gave nobody an easy way to book.
The challenge
- Targeting far too broad. Ads showed outside the service area.
- Generic keywords. They pulled informational clicks, not patients ready to book.
- Undifferentiated ads. No advantages named, no clear call to action.
- Unoptimized landing page. No visible contact button, no quick form.
What we did
- Hyperlocal targeting. Cut the radius to 3 miles around the office.
- Booking-intent keywords. Phrase and exact match, generics removed.
- Rewritten ads. Call, location and review extensions, scheduled for staffed hours.
- Rebuilt landing page. Sticky call button, short form, real photos, testimonials.
- Full conversion tracking. Calls, forms and WhatsApp clicks all measured.
50% more consultations
on the same budget
Clean energy is a crowded auction. Keywords like "solar panels" were costing over $20 a click and bringing in people who were curious, not buying. We split the account by who was actually on the other end of the search.
The challenge
- CPCs above $20 on head terms like "solar panels" and "solar energy for home".
- No segmentation by purchase intent. The account attracted browsers, not buyers.
- No geographic or time-of-day adjustments, which scattered the budget.
- Generic landing pages that spoke to residential and commercial the same way.
What we did
- Split by audience. Residential chasing bill savings, commercial chasing tax incentives.
- High-intent keywords. Quote requests, financing and certification searches.
- A/B ad variants built on tangible benefits, with call, location and price extensions.
- A landing page per audience. Clear ROI message, short form, real project proof.
- Cross-conversion tracking across forms, calls and WhatsApp clicks.
Three industries. The same four fixes.
None of these accounts needed a bigger budget. They needed the budget pointed at the right people, landing on a page built to convert them, with tracking honest enough to prove it.
The team that ran these accounts
Every account above was managed by the same people, using the same process, since 2011.
Want to know how much
you could be saving?
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