Leads 40% cheaper than from broad search

What was not working

The company bid on the category terms everyone bids on, against competitors with far larger budgets. Cost per lead kept climbing and the pages behind the ads described the product in general terms.

What we did

1. 01Built campaigns around the problems people search for, such as compliance, migration and shared access limits.
2. 02Wrote one landing page per problem, each ending in the same short form.
3. 03Excluded the queries that look commercial but never convert, by checking them against the CRM.
4. 04Reported cost per qualified lead by query group, not cost per click.

Published with written permission from the client, who asked not to be named. That is why the business is described by industry and location rather than by its name, and why every number here carries the system it came from.