Case Study
Waste Collectors
Restructuring Google Ads & Launching Meta Ads to Cut Cost per Conversion and Scale High-Intent Lead Generation for a London Waste-Collection Service
4,200+
Conversions Generated (Google Ads, Jul–Dec 2025)
1,440+
High-Intent Phone Call Leads
−21%
Lower Cost per Conversion (£6.53 → £5.16)
Client Background
The Transformation: At Onboarding vs. After Optimization
At Onboarding
(July 2025)
After Optimization
(December 2025)
6-Month Performance Snapshot — Google Ads
|
MONTH (2025)
|
CONVERSIONS
|
PHONE CALL LEADS
|
COST / CONVERSION
|
|---|---|---|---|
|
July
|
824.56
|
393.56
|
£6.53
|
|
August
|
206.00
|
98.00
|
£5.58
|
|
September
|
576.95
|
226.95
|
£5.20
|
|
October
|
920.70
|
250.33
|
£5.52
|
|
November
|
993.93
|
267.96
|
£5.55
|
|
December (1–22)
|
691.00
|
209.00
|
£5.16
|
|
6-Month Total
|
4,213+
|
1,446+
|
£5.16 low
|
A complementary Meta Ads channel (Sept–Dec 2025) added 168 website leads at an average CPL of roughly £5–6, across 96,000+ impressions with a strong 3–4.5% CTR. (All figures in GBP.)
Initial Challenges & My Approach
Broad-Match-Only Campaign Structure
The account ran Search campaigns built entirely on broad-match keywords with little differentiation, which drove up the cost per conversion.
High Cost per Conversion & Wasted Spend
Because keywords weren't differentiated, a meaningful share of budget was absorbed by high-cost, lowquality search terms that rarely produced quality leads.
No Visibility Into What Was Working
With match types and keywords lumped together, it was impossible to see which terms delivered affordable conversions and which were simply draining spend.
Single-Channel Dependence
Lead generation relied solely on Google Search, leaving a large pool of social and video-driven demand on Meta completely untapped.
My Strategic Solutions & Implementation
Campaign Restructure: Broad vs. Phrase Match
The single, undifferentiated campaign needed to be broken apart so performance could be measured and controlled by keyword type.
My Action:
I split the campaign into separate Broad Match and Phrase Match campaigns, grouping only closely related keywords — creating a clean structure that isolated performance by match type.
Keyword Quality & Spend Filtering
With a clean structure in place, I could finally see which keywords converted cheaply and which inflated cost.
My Action:
I filtered out the high-cost, low-quality keywords and scaled only those delivering affordable conversions — driving cost per conversion down to a record-low £5.16.
High-Intent Phone Call Focus
For a same-day service business, a phone call is the most valuable action a prospect can take.
My Action:
I optimized the account toward call leads, which consistently made up a large share of conversions — generating more than 1,440 high-intent phone call leads across six months.
Multi-Channel Expansion with Meta Ads
Relying on Search alone capped growth, so I opened a second, complementary lead channel.
My Action:
I launched lead-generation campaigns on Meta using video creatives and tight audience targeting, adding 168 website leads at an average CPL around £5–6 with a strong 3–4.5% CTR.
Continuous Optimization & Scaling
The goal wasn't a one-off fix, but sustained efficiency as volume grew.
My Action:
I continually refined bidding and scaled only the affordable, high-converting campaigns — sustaining a ~£5 cost per conversion even as volume climbed to a record 993.93 conversions in November.
Services Provided
Google Ads Campaign Management
Negative Keyword & Spend Filtering
Campaign Restructuring (Match-Type Strategy)
Call & Conversion Tracking
Keyword Research & Optimization
Meta Ads Lead Generation
Video Creative & Ad Strategy
Budget & Bidding Optimization
Results & Impact
Over six months (July–December 2025), the restructured, multi-channel strategy turned Waste Collectors’ paid advertising into a consistent, cost-efficient lead engine — generating high-quality enquiries at scale while steadily driving down the cost of each one.
4,200+
Conversions via Google Ads (6 months)
1,440+
High-Intent Phone Call Leads
−21%
Cost per Conversion — £6.53 to £5.16
168
Meta Website Leads at ~£5–6 CPL
A record 993.93 conversions in November proved the new structure could scale without losing efficiency. With a cleaner account, tighter keyword control, and a second high-performing channel, Waste Collectors now generates high-quality leads at scale and at a consistently low cost — a stable platform for continued growth across London.