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Google Ads optimisation: 4.2× more conversions at half the cost per conversion

A 90-day Google Ads optimisation that grew conversions from 1.1K to 4.66K while cutting cost per conversion from $21.40 to $10.92.

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Case study

Google Ads Client

A 90-day Google Ads optimisation that grew conversions from 1.1K to 4.66K while cutting cost per conversion from $21.40 to $10.92.

Duration
3 months
Focus
Google Ads, GA4, PPC management

Services used

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Conversions growth
+324%
Cost per conversion
−49%
Clicks growth
+248%

Overview

A Google Ads advertiser wanted more conversions at a lower acquisition cost.

The challenge

At the start of the engagement, each conversion cost $21.40.

Solution & strategy

  • Keyword refinement to focus spend on high-intent searches.
  • Audience targeting improvements.
  • Bid optimisation and structured ad testing.
  • Continuous monitoring with GA4 and Google Ads data.

Results achieved

With conversions cheaper to win, the account scaled: ad spend grew from $23.5K to $50.9K while cost per conversion halved, producing more than four times as many conversions.

BeforeAfterGoogle Ads: last 3 months vs previous 3 months
Conversions+324%

Conversions: from 1.1K to 4.66K, a change of +324 percent, an improvement.

Clicks+248%

Clicks: from 5.2K to 18.1K, a change of +248 percent, an improvement.

Cost per conversion(lower is better)−49%

Cost per conversion: from $21.40 to $10.92, a change of −49 percent, an improvement.

  • Conversions grew from 1.1K to 4.66K (+324%).
  • Cost per conversion fell from $21.40 to $10.92 (−49%).
  • Clicks grew from 5.2K to 18.1K (+248%).
  • Ad spend scaled from $23.5K to $50.9K as efficiency improved.
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