Maximizing Lead Volume with Conversion-Focused Search Campaigns
Discover how Black Grouse Agency helped a client dramatically scale lead volume across multiple countries by optimizing Google Search campaigns using precise GTM tracking and high-value conversion feedback.
Key Challenges Faced
Before partnering with Black Grouse Agency, our client — a service-based business operating across multiple countries — faced persistent challenges in acquiring leads efficiently through digital advertising. Although they had Google Search campaigns running in over 15 markets, results remained underwhelming in both volume and cost-effectiveness.
They approached us to help redefine their campaign structure and implement accurate conversion tracking, aiming to unlock growth and maximize return on ad spend.
- High cost per conversion (24.50€), limiting campaign profitability
- Low lead volume across multiple international campaigns
- Lack of clear conversion signals, reducing algorithm efficiency
- No custom conversion setup in GTM for valuable form completions
- Inefficient budget allocation across markets
Our Strategic Approach
To tackle the challenges of high cost per lead and limited lead volume, Black Grouse Agency implemented a performance-focused Google Ads strategy, built around clean data, keyword precision, and conversion optimization.
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Keyword & Creative Optimization:
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Conducted in-depth keyword analysis for each campaign across 15 countries.
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Created new ad copy designed to achieve “Excellent” ad quality ratings.
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Enhanced ads with structured assets such as sitelinks, callouts, structured snippets, and image extensions to improve visibility and engagement.
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Conversion Tracking via GTM:
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Implemented custom conversion actions through Google Tag Manager, tracking valuable events such as form submissions.
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These conversion signals allowed Google Ads algorithms to better identify and optimize for high-quality leads.
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Campaign Optimization & Cost Control:
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Gradually optimized each campaign based on performance data.
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Set target CPA (cost per action) goals to systematically reduce cost per lead without sacrificing quality.
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Adjusted bids and budget distribution based on lead volume and efficiency in each country.
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Remarketing Expansion:
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Launched display remarketing campaigns to re-engage users who previously visited the website but did not convert.
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Increased total conversion volume by staying top of mind and completing the customer journey.
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Through this structured and conversion-driven approach, the client was able to drastically reduce cost per lead while significantly increasing the number of qualified submissions — all within their existing ad budget.
Driving Impact with Data-Led Optimization
By optimizing Google Search campaigns across 15 markets and refining conversion tracking through GTM, we significantly boosted lead volume, reduced cost per conversion, and maximized campaign efficiency.
–74% Cost Reduction
From €24.50 to €6.38 using focused targeting and CPA optimization.
+1070% Increase in Leads
Monthly Google Search leads grew from 24 to 281, driven by refined keyword targeting and continuous campaign optimization.
Enhanced Efficiency
Improved tracking, bidding, and structure across 15+ international markets.