Cut Google Ads cost per lead from $105 to $29 by rebuilding the account around call tracking, intent, margin, and wasted-search cleanup.
$29
Cost per lead (was $105)
72%
Cost reduction
5.47x
ROAS
$4.78
Brand CPA
Johny Watches had a $105 cost per lead because the account was buying the wrong searches, missing offline calls, and letting competitors pressure branded demand. The spend was not small, so every structural leak had a real cash cost.
Complete Google Ads account restructure. Killed wasted spend on day one
Implemented call tracking to capture offline conversions that were being missed
Built a competitor conquest strategy to reclaim branded search territory
Created a tiered bidding system based on product margin and intent signals
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