Google Ads Case Study: Scaling High-Intent Acquisition While Reducing CPL

Objective

The goal was to scale paid acquisition while improving cost efficiency and maintaining lead quality. The focus was on targeting high-intent audiences and optimizing campaigns for better conversion consistency across the funnel.

Strategy & Implementation

1. High-Intent Keyword Targeting

Prioritized transactional and bottom-funnel keywords

Removed non-performing and broad-match terms

Implemented SKAG segmentation for high-volume converting queries

2. Ad Copy & Landing Page Optimization

A/B tested multiple hooks focused on value, urgency, and use-case messaging

Improved landing page experience score and conversion paths

Added trust signals (FAQ, CTAs, credibility markers)

3. Smart Bidding + Manual Layering

Shifted to Target CPA + Max Conversions after initial learning

Added audience layering (remarketing, custom intent, and lookalikes)

4. Negative Keyword Expansion & Cost Control

Weekly pruning of irrelevant terms

Reduced wasted spend and improved conversion alignment

Results

📌 Achieved scalable acquisition while maintaining low CPL and improving campaign efficiency.

Impact Highlights

✔️ Improved conversion volume through refined targeting and bidding
✔️ Reduced cost per conversion while scaling spend
✔️ Strong click-to-conversion efficiency driven by intent-aligned messaging
✔️ Remarketing cohorts contributed to consistent conversion spikes during peak cycles

Key Learnings

Data-driven keyword prioritization and negative filtering is critical when scaling

Landing page improvements can significantly impact conversion performance

Smart bidding performs best when paired with strong audience signals and historical performance