Project Duration: 4+ Years | Lead Generation & Efficiency
2,486 Qualified Phone Call Leads for Drain Cleaning in MA & NH
Transforming a high-cost advertising liability into a primary, profitable lead source by achieving a **70% reduction** in Cost Per Lead (CPL) for a 4+ year partnership.
2,486
Total Qualified Leads (90+ sec calls)
$25.33
New Cost Per Lead (CPL)
70%
Reduction from Initial CPL ($80+)
$62,977
Total Managed Investment
The Challenge: High Cost, Low Quality Leads Exceeding $80 CPL
- **Unstable CPL:** Cost Per Lead consistently exceeded $80, rapidly consuming budget on non-converting calls.
- **Zero ROI Visibility:** No proper conversion tracking was set up, making it impossible to measure ROI or optimize campaign performance.
- **Aggressive Goal:** Client urgently required the CPL to be driven down to under **$30** for the channel to be sustainable and scalable.
- **Poor Quality:** Lack of quality control meant the majority of calls were short, unqualified, or from outside the service area.
The Solution: Phased Bidding & Quality Control (90-Second Filter)
Phase 1: Tracking & Quality Definition
Implemented robust GTM tracking and defined a 'qualified' lead as a phone call exceeding the critical **90-second duration**.
Phase 2: Manual CPC Data Collection
Started with Manual CPC and Phrase Match to aggressively collect negative keyword data and identify non-converting searches.
Phase 3: Automated Bidding Introduction
Gradually introduced a Target CPA of $60, and systematically lowered the target based on performance to stabilize CPL.
Phase 4: Continuous Optimization
Ongoing refinement of ad copy, ad scheduling, and Quality Score to maintain CPL below the target for over 4 years.
Cost Per Lead (CPL) Efficiency Gain: 70% Reduction Achieved
$80+
$25.33
$30
Implementation: Call Tracking & Quality Control
This case’s success was built on the foundation of accurate conversion tracking. The screenshot space here demonstrates the call-tracking implementation that filtered out low-quality calls (under 90 seconds).
Image Source: [Client Confidential - Placeholder]
Long-Term Partnership Metrics
4+ Years
Successful Partnership Duration
MA & NH
Total Markets Scaled
Uninterrupted
Lead Flow Since Optimization
Stop Paying Too Much for Leads.
Our long-term, phased approach transformed the client's campaign into a predictable lead engine, proving that meticulous tracking and strategic bidding are the keys to sustained, profitable growth.
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