Google Ads Case Study: 3X Growth in PPC Lead Generation

Pay-Per-Click (PPC) advertising is one of the fastest ways to generate leads for service businesses. However, many brands face high Cost Per Lead (CPL), low lead quality, and inconsistent conversion rates, even with significant spending on Google Ads.  

This Google Ads case study shows how we assisted a service-based client in achieving three times growth in PPC lead generation within 90 days by restructuring campaigns, improving keyword intent, and optimizing the conversion funnel.  

Rather than raising ad budgets without thought, we created a performance marketing system aimed at generating qualified leads on a large scale. 

Client Overview 

Initial PPC Performance 

The brand had traffic but lacked lead efficiency. 

Challenges Identified 

After a detailed PPC audit, we identified six major issues: 

These gaps were increasing spend while limiting lead volume. 

PPC Lead Generation Strategy Framework 

We implemented a 5-step PPC lead generation system: 

This framework ensured scalable and predictable growth. 

Step 1: High-Intent Keyword Targeting 

Keyword intent is the foundation of PPC lead generation. 

Old Keyword Approach 

Example: 

These generated clicks are not leads. 

New Keyword Strategy 

We shifted to bottom-funnel keywords: 

Match Type Mix 

Result: Higher conversion intent traffic. 

Step 2: Negative Keyword Filtration 

To prevent budget leakage, we added extensive negative keywords. 

Examples 

This reduced irrelevant clicks by 31% within the first month. 

Step 3: Campaign Restructuring 

We redesigned the Google Ads account for clarity and optimization. 

New Campaign Structure 

1. Brand Campaign 

2. Core Service Campaign 

3. Competitor Campaign 

4. Long-Tail Campaign 

5. Remarketing Campaign 

Segmented campaigns improved budget control and performance tracking. 

Step 4: Ad Copy Optimization 

Ad messaging directly impacts CTR and Quality Score. 

Old Ads 

New PPC Ad Framework 

We used: 

Examples: 

CTR improved from 3.8% → 5.6%. 

Step 5: Landing Page Optimization 

Clicks don’t convert without the right landing experience. 

We replaced the generic website page with dedicated PPC landing pages. 

CRO Elements Implemented 

Conversion rate increased from 5.1% → 10.4%. 

Lead Form Optimization 

We simplified the form to reduce friction. 

Changes Made 

Form completion rate improved by 46%. 

Conversion Tracking Setup 

Accurate tracking improves Google’s optimization. 

We implemented: 

This provided deeper data for bidding automation. 

Smart Bidding Strategy 

After collecting sufficient conversions, we moved to automation. 

Bidding Phases 

Phase 1: Maximize Conversions 
Phase 2: Target CPA 

Google optimized bids based on: 

CPL dropped by 24%. 

Remarketing Funnel Strategy 

Not all users convert on the first visit. 

We built a multi-touch remarketing system. 

Audience Segments 

Remarketing Ad Types 

Remarketing generated 26% of total leads at the lowest CPL. 

Geographic Optimization 

We analyzed performance location-wise. 

Actions Taken 

This improved lead quality significantly. 

Device Optimization 

Performance varied across devices. 

Insights 

Optimizations 

Mobile conversions increased by 39%. 

Ad Schedule Optimization 

We tracked hourly performance trends. 

Peak Lead Hours 

Budgets were reallocated to high-conversion windows. 

Results After 90 Days 

Key Success Factors 

Top drivers of PPC lead generation growth: 

Landing page optimization + keyword intent contributed over 60% of results. 

Challenges & Solutions 

Challenge: High CPL 
Fix: Smart bidding + negatives 

Challenge: Poor lead quality 
Fix: Intent keywords + qualifiers 

Challenge: Low conversion rate 
Fix: CRO landing pages 

Scalable PPC Lead Generation System 

By the end of 90 days, we built a repeatable acquisition engine: