V'NIA
For confidentiality reasons, we can't share this client's name. The results and figures below are real.
Leads 39% cheaper and nearly twice as fast, after rebuilding Google Ads around buyers.
The company sells, leases and manages commercial laundry equipment for multifamily buildings, on-premise laundries and laundromats. Google Ads is its main paid channel, and its job is to bring in buyers: property managers, owners and operators asking for a quote, a sales call or a lease.
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Book a strategy call →Broad match was paying for people who would never buy.
Through spring and early summer, nearly the whole account ran on broad match. The company's site draws about 45,000 users a month, and much of that traffic is laundry room residents looking for service requests, refunds and the company's laundry app. Broad match put ads in front of them, and in front of shoppers looking for other machine brands, with every click paid for. The goal: show ads only to people looking to buy or lease commercial laundry equipment.
- 01
Rebuilt the account around buyer searches
Late July: hand-picked phrase and exact match keywords replaced broad match entirely, plus a Brand campaign for searches on the company name.
- 02
Blocked the wrong searches
Mid-August: competitor, resident-support and other machine brand searches blocked. AI Max switched off, since it was showing ads beyond our keywords, and the first cost-per-lead target set.
- 03
Gave each offer its own campaign
Late August: Machine Sales and Leasing split into separate campaigns, each with its own ads and cost goal. Midwest got its own target in September.
- 04
Let bidding learn
September: partner sites off, laundromat enquiries counted as leads, targets adjusted so bidding could win more leads, and Brand moved to automatic bidding.
- 05
Refined in October
44 more searches blocked, Leasing reset on a new target, and every website form tested end to end.
Fewer clicks, better clicks.
Buyer searches cost more per click, so there are fewer of them, but far more turn into leads. In October 5.1% of non-brand clicks became enquiries, against 2.4% in July. Weekly leads grew from 6 to 16.
Cost per lead fell five weeks in a row, from $300 to $137
Blue bars are the five weeks of decline after Machine Sales and Leasing were split in late August.
| Measure | Sep | Oct | Change |
|---|---|---|---|
| Cost per lead | $207 | $127 | −39% |
| Leads per day | 1.1 | 2.2 | +93% |
| Lead rate (leads / clicks) | 1.79% | 4.01% | 2.2x |
| Weekly cost per lead | $300 | $137 | Down 5 weeks |
Against August, the first month on the new structure, October leads were 23% cheaper and came in 29% more often.
| Campaign | Aug | Sep | Oct | Oct leads |
|---|---|---|---|---|
| Brand | $35 | $107 | $69 | 7 |
| Machine Sales | $210 | $237 | $91 | 7 |
| Midwest | $194 | $268 | $116 | 7 |
| Leasing | $77 | $194 | $375 | 3 |
Machine Sales, the largest campaign, cut its cost per lead 62% from September. Leasing was reset in early October; its leads since then cost $112 each.
October figures cover the first part of the month, so we compare per-day figures and rates, not totals. Leads are form enquiries tracked in Google Ads, counted on the day they were made, and are not yet tied to closed sales.
Pay only for buyers, and hold the structure through the learning dip.
- Pay only for buyersExact and phrase match, plus blocked resident and competitor searches, cut clicks that were never going to convert.
- Give each offer its own campaignSplitting Machine Sales from Leasing let each run on its own cost goal.
- Accept a learning dipSeptember cost more while bidding relearned. Holding the structure, not reverting, produced October.
Widen Machine Sales' reach with more buyer searches at a similar $91 cost per lead, hold Leasing on its new settings for a few full weeks, and count every enquiry as tracking goes live on the Contact Us page, phone numbers and per-service thank-you pages.
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