Setting up contextual advertising: Home repair services

USA, home repair service - Google search engine optimization (NDA)

Before (March 31 - April 30)
Cost: $1,926
Leads (conversions): 122
Cost per lead: $15.80

After (May 1 - 31)
Cost: $1,821 (-5%)
Leads (conversions): 345 (+183%)
Cost per lead: $5.28 (-67%)

Client's goal - reduce CPL and increase lead volume. Goal achieved: increase in leads by 2.8 times with minimal expenses and a two-thirds reduction in CPL.

Measures taken:
- Reassessment of keywords;
- Expansion of negative keyword list;
- Testing of ad creatives;
- Audience and assets work;
- Change of bidding strategy.