Reducing Google Ads Cost Per Lead by 77% for Improveasy.
A complete PPC restructure transformed the efficiency of Improveasy’s lead generation campaigns.
A Smarter Route to PPC Growth.
Improveasy is a specialist provider of air source heat pump solutions.
Its existing Google Ads campaigns were generating traffic, but high click costs, inconsistent search intent and a cost per lead exceeding £317 made the account difficult to scale profitably.
OnBrand rebuilt the campaigns to improve lead quality, reduce acquisition costs and create a more sustainable platform for growth.
Industry
Energy
Services
Google Ads
PPC Strategy
PPC Management
The Challenge.
Improveasy’s previous campaign structure was attracting a mixture of commercial and low-intent traffic.
Average clicks were costing between £12 and £14, while the cost of generating an enquiry had climbed above £317. Broad targeting and limited control over search intent also meant a significant proportion of the budget was being spent on users unlikely to convert.
The objective was clear: generate more relevant enquiries at a substantially lower cost.
The OnBrand Solution.
We rebuilt the Search campaigns around tightly controlled exact and phrase-match keywords, concentrating spend on searches that demonstrated stronger commercial intent.
Performance Max activity was introduced as a complementary source of cost-efficient enquiries, using first-party data and high-intent audience signals to guide delivery.
An extensive negative-keyword framework was created to reduce exposure to irrelevant, informational and research-led searches.
Search terms were reviewed daily, allowing targeting and budget allocation to be refined using live performance data.
Ad messaging and assets were strengthened to create greater relevance between the user’s search, the advertisement and the landing-page experience.
Campaign Performance.
The restructured campaigns generated 43 leads, with Google Search capturing high-intent demand and Performance Max providing an additional, cost-efficient source of enquiries. Other highlights include
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Google Search: 452 clicks and 29 leads
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Search Conversion Rate: 6.42%
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Average Search CPC: £5.60
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Performance Max: 574 clicks and 14 leads
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Lowest Cost Per Lead: £44.27 through Performance Max
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Performance Max CPC: £1.08
A More Sustainable Model for Growth.
The restructure moved Improveasy from an expensive, inefficient account to a more controlled and commercially focused acquisition model.
By reducing irrelevant traffic, strengthening intent signals and introducing a second cost-efficient source of enquiries, OnBrand created a stronger foundation for future campaign scaling.
The OnBrand Team Behind Improveasy’s Google Ads Management
Sarah Warren – Digital Account Director
Role: Working closely with Improveasy’s senior management team, Sarah oversees the strategy and performance of the Google Ads activity, ensuring campaigns remain aligned with the company’s lead-generation objectives.
Prajith Sreekantan – PPC Manager
Role: A Google Ads specialist, Prajith manages the setup, optimisation and day-to-day performance of Improveasy’s Search and Performance Max campaigns.
Google Ads Strategy & Management
Maximise your ROI with expert Google Ads management. As an experienced agency with Google Ad Partner status we ensure targeted ads, higher conversions, and reduced ad spend.
