Lead Generation Case Study
CPA MOMS
+53%
Increase in Conversions (Leads)
+45%
Higher Conversion Rate
−50%
Lower Cost per Conversion
Client Background
Before & After Results
Before
(Jan 1 – Apr 30, 2024)
After
(Sep 1 – Dec 31, 2024)
The campaign didn’t just generate more leads — it generated them more efficiently: consultation bookings rose 53% while the cost per lead was cut in half, even as overall ad spend decreased. (Figures in USD.)
Initial Challenges & My Approach
High Cost per Lead
Consultation bookings were being acquired at an expensive cost per conversion, capping how far the budget could stretch and limiting the franchise's ability to scale lead volume profitably.
Low Conversion Rate
Paid traffic was reaching the site, but too few visitors were actually booking a consultation — the funnel wasn't turning clicks into qualified leads efficiently.
Broad, Unqualified Targeting
Keywords were attracting a wide mix of searchers — including DIY help-seekers, students, and job hunters — rather than the business owners actually ready to hire a CPA.
Limited Brand Visibility
Impression share was low, so CPA MOMS wasn't consistently appearing for the high-intent accounting and tax searches where qualified entrepreneurs were looking.
My Strategic Solutions & Implementation
Keyword Research & Intent Targeting
The account needed to reach business owners ready to hire — not the broad, low-intent traffic draining the budget.
My Action:
I rebuilt the keyword strategy around high-intent, commercial search terms and layered in negative keywords to filter out job seekers, students, and DIY searchers — sharply improving lead quality
Ad Types & Messaging
The right ad formats and messaging were needed to reach more qualified entrepreneurs and earn quality clicks.
My Action:
I deployed the most effective ad types and wrote copy that spoke to real entrepreneur pain points — outgrowing a bookkeeper, surprise tax bills, unclear financials — expanding qualified reach and lifting brand impressions by 56%.
Landing Page Design
Clicks were arriving but not converting, so the consultation funnel needed to be rebuilt for action.
My Action:
I redesigned the landing page around a single clear call to action — Book a Free Consultation — with trust signals (vetted CPAs, decades of experience) and a frictionless form, lifting the conversion rate by 45%.
Budget & Bidding Strategy
Spend needed to concentrate on what actually produced booked consultations, at the lowest possible cost.
My Action:
I restructured bidding around cost-per-acquisition goals and reallocated budget to topperforming keywords and campaigns — cutting cost per lead by 50% while growing total conversions by 53%.
Services Provided
Keyword Research
Landing Page Design
Ad Types
Budget & Bidding Strategy
Results & Impact
My strategic approach turned CPA MOMS’ Google Ads into a reliable, high-quality lead engine — delivering more booked consultations at a dramatically lower cost, and positioning the franchise to scale.
By targeting the right searchers, sharpening ad messaging, rebuilding the consultation funnel, and bidding toward cost-per-lead goals, the results were clear:
+53%
Conversions — 326 to 499 booked leads
+45%
Conversion Rate — 5.8% to 8.4%
−50%
Cost per Lead — $44 to $22
+56%
Brand Impressions — wider qualified reach
Crucially, these gains came alongside a reduction in ad spend — CPA MOMS generated far more, higher-quality leads for less. Confident in the results, the franchise plans to increase its ad budget by 20% next quarter to scale lead volume even further.