Increase Lead Volume While Lowering Cost Per Lead Through Expert Paid Advertising Strategy
Industry: B2B Software Company
Time Frame: Q4 2024 – Q1 2025
Overview
This client provides software solutions to nonprofit and charitable organizations seeking to enhance their fundraising efforts at scale. They approached DemandGen.io after becoming frustrated with the limited results from their existing paid advertising efforts. Despite allocating a reasonable ad budget, their campaigns were producing low-quality leads and lacked the performance necessary to justify continued investment
Challenge
● The client was targeting multiple, disparate markets with the same messaging and
campaign structure
● Ad performance was inconsistent and not generating a strong enough ROI
● Campaign structure relied heavily on SKAGs and group budgets, creating rigid,
inefficient performance
● The campaigns suffered from duplicated ads and uniform CPCs, leading to limited
variation in results
● Spam and low-quality leads made it difficult to justify ad spend
Objectives
We began with a deep-dive Google Ads audit to evaluate structural inefficiencies and
optimization opportunities. The audit revealed key areas of underperformance, including a
restrictive SKAG setup, ineffective budget allocation, and nearly identical ad copy across all ad
groups. Based on the audit, we:
Solutions
- ● Rebuilt the ad account with a cleaner, more flexible campaign structure
● Consolidated ad groups and eliminated wasted spend from underperforming keywords
● Developed new ad copy tailored to distinct keyword categories
● Implemented a refined bidding strategy and retrained the account to prioritize quality lead
signals
● Integrated anti-spam/anti-bot technology to improve lead quality
● Calibrated campaign budgets by market to maximize ROI
● Gradually introduced AI-powered campaign types and scaled efforts as performance
improved
● Maintained regular client communication to validate lead quality and messaging accuracy
Achievements
Within five months of implementation, the client saw significant improvements across every
major performance metric:
● Ad Spend decreased by 47%
● Lead volume increased by 42%
● Cost Per Lead dropped by 63%
● Lead Conversion Rate improved by 78%
Solutions
- Significant Increase in Leads: The number of leads surged by 301%, from a baseline to 266 leads.
- Enhanced Lead Rate: The lead rate improved by 142%, indicating a higher proportion of clicks converting into leads.
- Reduced Cost per Conversion: The cost per conversion saw a substantial decrease of 64%, making the campaigns more cost-effective.
- Higher Click-Through Rate (CTR): The overall CTR increased by 38%, reaching 7.4%, reflecting improved ad engagement.
- Lowered Cost per Click (CPC): The overall CPC was reduced by 13%, dropping to $1.25, further optimizing the ad spend efficiency.
Why This is Important
This case study proves that success in paid advertising isn’t just about increasing budget—it’s about executing the right strategy. When campaigns are structured properly, targeted effectively, and optimized continuously, you don’t have to choose between volume and efficiency—you can achieve both. And sometimes, if your ad performance feels off, it’s because it is. That’s when bringing in an expert can completely change your outcomes. With the right approach, you can scale lead generation while reducing wasteful spending.
If you have any questions about how you can improve your lead generation efforts, reach
out here.
