Cost per lead from $1,000 to under $100.
KDRO Consulting runs marketing for a roster of its own clients and brought us in to run the paid search behind them. The accounts were spending, but the cost per lead made the math impossible.
The situation
Several Google Ads accounts, each built at a different time by a different hand. Leads were coming in at around $1,000 each, and nobody could say with confidence which campaigns produced them.
What we found
Conversion tracking was counting the wrong event, so the bidding was optimizing toward form views rather than submitted forms. Campaign structure had grown by accretion: overlapping keywords, ad groups competing with each other, and budgets spread thin across everything.
What we changed
We fixed the tracking first, so every later decision was made on real data. Then we rebuilt the account structure around intent, consolidated budgets into the campaigns that could learn, and reset the bidding strategy to match the new data volume. Same budget throughout.
What happened
Cost per lead fell from about $1,000 to under $100 on the same spend. Kevin's clients got more leads for the same money, and he got a clear report he could hand them each month.
“We dropped my clients' cost per lead from $1,000 to under $100.”
Kevin Drolet, Owner, KDRO Consulting
More of the work
Clients explaining what changed, in their own words.
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