+537 Leads at −21% Cost per Lead - in 7 Months of Campaign Management

The Starting Point

This project shows particularly clearly that e-commerce isn't the only thing we master: a lead generation account that we successfully scaled within seven months.

And not just in volume - we significantly reduced the cost per lead at the same time.

The initial analysis revealed several critical weak points:

• Tracking was misconfigured - a portion of the leads was never properly captured.
• The landing page simply wasn't optimized for conversions.
• Inside Google Ads, settings had been running for years that actively held back progress.

The Strategy

The plan was clear: fix the fundamental weak points first, then scale deliberately.

• Implement GDPR-compliant, server-side tracking - so every conversion counts and all optimizations are based on reliable data.
• Design and build a new landing page together with the client - built specifically for Google Ads traffic and maximum conversion rate.
• Rebuild the bid strategy - based on a deep understanding of the Google Ads algorithm, not on outdated “best practices”.
• Iterative A/B testing on the landing page over several months to lift the conversion rate step by step.

The Execution

Step 1 - Tracking reset: We started with a clean, server-side, and fully GDPR-compliant tracking migration.

This alone made the data foundation significantly more reliable.

Step 2 - New landing page: Next, together with the client, we built a new landing page tailored specifically to Google Ads traffic.

Step 3 - New bid strategy: In the final setup step, we reconfigured the bid strategy - and this is exactly where the impact became instantly visible.

Within just 24 hours of the switch, the campaign delivered record results.

Iterative fine-tuning: Of course, this process wasn't linear. Over the following months, we ran numerous A/B tests on the landing page and kept optimizing - achieving, step by step, results that were simply unimaginable for the client at the start.