The Situation
The client was generating a high volume of leads, but 70% of them were "junk"—users who didn't fit the Ideal Customer Profile (ICP). Their Cost Per Acquisition (CPA) was rising month-over-month, making their scaling efforts unprofitable.
Our Optimization Framework
01. Audience Refinement
We implemented "Negative Keyword" lists and excluded low-intent audiences. We switched from broad targeting to "In-Market" segments for Enterprise Software buyers.
02. Creative A/B Testing
We tested 50+ ad variations. We found that "Benefit-Driven" headlines (Save 10 hours/week) outperformed "Feature-Driven" ones by 42% in CTR.
03. Landing Page Friction
We redesigned the signup flow, adding a qualifying question to the form. This slightly reduced total leads but increased "Sales Qualified Leads" (SQLs) by 55%.
Impact Metrics
CPA Reduction
-35%
SQL Volume
+55%
ROAS
4.2x
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