CUTTING CPA IN HALF: FROM $91 LEADS TO SCALABLE PROFIT WITH SMART PPC RESTRUCTING
INDUSTRY: ROOFING
SERVICE: GOOGLE ADS
THE CHALLENGE
Client was frustrated with $91 cost per lead, with some clicks over $50 and no profit.
250 clicks produced only 25 conversions, mostly low-quality leads.
Campaign was “optimized” on paper (76.6% optimization score) but structurally ineffective.
STRATEGY
Implemented STAG (Single-Theme Ad Group) system to tightly align keywords with ad copy.
Added strategic ad extensions (callouts, sitelinks, call extensions) to boost CTR and engagement.
Deployed hyper-local radius targeting (8-mile zones around key neighborhoods) to reduce wasted clicks.
Executed CRO improvements: moved lead form to the top of the page, simplified fields, and highlighted benefits.
TAKEAWAYS
“Optimized” campaigns can still bleed cash if the structure isn’t aligned with user intent.
Hyper-local targeting filters out low-value traffic and improves cost efficiency.
CRO tweaks are often the difference between clicks and conversions.
RESULTS
Conversions doubled from 25 → 51.
CPC dropped from $9.11 → $3.05.
Cost per conversion fell from $91 → $45.19.
Clicks tripled from 250 → 752.
Transformed wasted ad spend into a profitable, scalable campaign.