CAC down 61% in 90 days, demos up 1.4×
Generalist agency had been running the account for 18 months. Conversion tracking was treating trial signups (4% close) and demo requests (22% close) as one event, so the algorithm bid hardest on the cheapest signups. CAC peaked at $480.
Blended CAC
Improved
Monthly demo bookings
Improved
LP CVR (pricing intent)
Improved
Account-level negatives
Improved
Where the account was before we touched it.
The team came to us after their previous generalist agency took monthly retainers for 18 months without moving CAC. Their Google Ads account had 340 active campaigns — most spending less than $500/month — no account-level negative keywords, and a single "conversion" event that grouped trial signups with demo requests. The algorithm naturally optimised for trial signups (cheaper, faster) which closed at 4%, while it underspent on demo requests which closed at 22%. CAC at the time was $480 against a board target under $250, with monthly demo bookings flat for two quarters.
What we shipped, sprint by sprint.
- Sprint 1Days 1–14
Search-terms audit + structural rebuild
23% of spend was going to irrelevant terms (the account treated "HR software" and "human resources jobs" the same). Added 340 account-level negatives, collapsed 287 micro-campaigns into 14 intent-aligned ones, restructured around 6 SKAG-lite clusters.
- Sprint 2Days 14–30
Conversion tracking overhaul
Split the single "conversion" event into trial-signup, demo-request and book-a-call as separate events with distinct conversion values. Migrated bidding to Maximize Conversion Value so the algorithm could see the close-rate gap between events.
- Sprint 3Days 30–60
Landing page split by intent
Pricing-aware visitors had been hitting the same LP as feature-comparison visitors. Built a pricing-focused variant with the ROI calculator above the fold. CVR on the pricing variant moved from 2.8% to 6.1% within 14 days of launch.
- Sprint 4Days 60–90
Performance Max + RLSA backstop
With clean conversion data, launched a Performance Max campaign filtered on demo-request value signals. Layered RLSA on lost-deal audiences (90-day no-close visitors) into the upper-funnel campaigns. Filled the gaps the search campaigns left.
Where the account ended up.
By day 90, blended CAC sat at $187 — a 61% reduction from the starting baseline — with monthly demo bookings 1.4× the previous trailing 12-month average. The two metrics moved together (not at each other's expense, which had been the previous agency's pattern). LTV/CAC ratio improved by 22 percentage points. The team kept the engagement on a maintenance retainer focused on quarterly creative refreshes and bid-strategy tuning.
Tell me about your account.
Whether you want an audit, ongoing management, or just a second opinion on your current setup — drop a message and I’ll reply within one business day.