Cost Per Conversion vs. Monthly Conversions
Baseline Month 0 = Pre-engagement state — 6 months of active management
Cost Per Conv. ($)
Conversions
Conv. Rate (%)
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Dumpster Rental Dogs came to us burning through ad spend with rising costs and stagnant conversion rates. In six months, we restructured their entire Google Ads account, slashed wasted spend, and nearly doubled their conversion rate — all while cutting their budget in half.
Dumpster Rental Dogs had the right product, competitive pricing, and genuine demand in their local markets — but their Google Ads account was hemorrhaging budget with nothing to show for it.
We didn't just tweak their campaigns — we rebuilt everything from the ground up, phase by phase, with clear milestones and measurable checkpoints.
Conducted a full forensic audit of the existing Google Ads account. Identified $2,400/month in wasted spend from 3 sources: irrelevant keyword triggers, duplicate ad groups, and campaigns running in zero-demand markets. Paused all underperformers immediately and froze overspending.
Rebuilt the entire account architecture using a tiered structure: Top cities → dumpster sizes → intent types (rent, pricing, near me). Created 18 tightly themed ad groups replacing the original 4 sprawling campaigns. Launched new keyword sets with exact and phrase match only — no broad match allowed.
Launched 6 geo-specific landing pages, each tailored to the local market with city names, local reviews, and pricing context. Implemented call tracking via Google forwarding numbers and integrated phone conversions into the bidding algorithm. Quality Score jumped from an average of 4.2 to 7.8 across all ad groups.
With 3 months of clean conversion data (including calls), we transitioned from manual CPC to Target CPA bidding. Set an aggressive initial target of $95 CPA (vs. the $185 baseline). Google's algorithm now had quality signals to optimize against — and costs began dropping week over week.
With CPA under $90 in the core 3 markets, we used those markets as benchmarks to expand. Applied the same landing page formula, keyword structure, and bidding approach to 4 new metro areas. Initial CPA in new markets entered at $110 — and normalized to under $80 within 6 weeks.
Built out dayparting schedules based on 6 months of hourly data — pausing ads during low-conversion overnight hours and increasing bids during peak booking windows (Tues–Fri, 8am–5pm). Finalized automated budget pacing rules and established monthly reporting dashboards for full transparency.
Every metric moved in the right direction. Cost per conversion collapsed while volume climbed — the definition of doing more with less.
| Metric | Before (Baseline) | After (Month 6) | Change |
|---|---|---|---|
| Cost Per Conversion | $185.00 | $74.00 | −60% ↓ |
| Monthly Ad Spend | $6,800 | $3,400 | −50% ↓ |
| Monthly Conversions | 18 | 70 | +289% ↑ |
| Conversion Rate | 4.1% | 7.0% | +71% ↑ |
| Click-Through Rate | 3.2% | 6.7% | +110% ↑ |
| Avg. Quality Score | 4.2 / 10 | 7.8 / 10 | +86% ↑ |
| Active Markets | 3 | 9 | +6 Markets ↑ |
| Negative Keywords Added | 12 | 400+ | +3,233% ↑ |
With proven cost models in hand, we systematically expanded Dumpster Rental Dogs into new metro areas — each new market launched with the refined playbook we developed in months 1–4.
No magic — just a systematic, proven methodology applied with relentless execution and weekly optimization cycles.
Analyzed 6 months of search term reports, identified $2,400/mo in wasted budget on irrelevant queries, and built an ongoing negative keyword expansion process reviewed weekly.
Rebuilt from 4 broad campaigns into 18 tightly themed ad groups — one keyword intent per group — dramatically improving ad relevance, Quality Score, and bid efficiency.
Implemented Google forwarding numbers and imported offline call data as conversions. For the first time, Smart Bidding could see and optimize against 65% of actual revenue sources.
Created 6 dedicated landing pages — one per top market — with localized headlines, local reviews, and city-specific pricing context. Avg. Quality Score jumped from 4.2 → 7.8.
After 90 days of clean data accumulation, migrated from manual CPC to Target CPA. The algorithm optimized bids in real-time against high-quality signals — CPA dropped 40% in 8 weeks.
Used 6 months of hourly performance data to suppress ads during low-conversion windows and increase bids during peak booking hours — saving 12% of budget and improving intent quality.
Whether you're in waste management, home services, or any local service business — we know how to cut your cost per lead and scale your volume. Let's talk.
This credit comes from Google for new ad accounts, not from us. As a Google Premier Partner, we set it up for you, free.