Results

Decreased YoY CPA by 40% and added 24 qualified conversions.

A local embroidery company serving both businesses and individual customers came to us with a common issue.

They were running Google Ads, but performance was unreliable. Clicks were inconsistent, leads were mixed in quality, and the data could not be trusted due to poor conversion tracking. The owner had no clear way to tell which inquiries were real opportunities and which were not.

Our goal was to clean up the account, fix the data, and build a system that prioritized qualified inquiries over raw traffic.

Our Approach

We approached this account with the same core philosophy used in high-performing local service campaigns. Control intent, control quality, and let the numbers tell the story.

High-Intent Keyword Structure

We rebuilt the keyword list around quality searches only. This included tight phrase match targeting for embroidery services tied to real buying intent such as custom apparel, branded uniforms, company merchandise, and event-driven orders.

Broad and ambiguous searches were intentionally avoided. We also implemented an aggressive negative keyword strategy to eliminate low-value traffic such as hobby searches, DIY queries, and informational terms that do not convert into revenue.

The result was fewer wasted impressions and significantly stronger click intent.

Conversion Tracking That Actually Meant Something

One of the biggest issues in the account was inaccurate tracking. Previous conversions did not reflect real leads, which made optimization impossible.

We fixed this by implementing a custom conversion tracking system designed to capture only high-quality actions. This ensured that every recorded conversion represented a legitimate inquiry from a potential customer who was actually interested in embroidery services.

Once the data was clean, optimization became straightforward.

Ongoing Refinement and Tight Control

With accurate tracking in place, we continuously refined search terms, tightened keyword coverage, and adjusted bids to favor the highest converting traffic. This allowed us to scale quality without inflating cost or sacrificing lead intent.

Our Results

Over the measured period, the campaign produced clear and measurable improvements.

The account generated 348 clicks from 2,161 impressions, resulting in a click-through rate of approximately 16 percent, which is well above typical benchmarks for local service campaigns.

The average cost per click dropped to $3.64, indicating strong relevance between search terms and ad copy.

Most importantly, the campaign produced 24 verified conversions, representing a 60 percent increase in qualified leads compared to the prior period.

Cost efficiency improved significantly as well. Cost per conversion dropped by over 40 percent, bringing the average cost per lead down to $52.79 while maintaining lead quality.

Each of these conversions was a legitimate inquiry from either a business or individual customer actively looking to place an embroidery order.

This campaign succeeded because it was built around control, not volume.

By limiting traffic to high-intent searches, filtering aggressively with negative keywords, and fixing the underlying tracking issues, we eliminated noise from the account. Every decision was driven by clean data and real customer behavior.

Instead of chasing more clicks, we focused on better ones.

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