Jacuzzi came to us with an issue: When they tried to scale their lead acquisition, they saw cost per lead rise exponentially. Their goal was to double leads while keeping the cost per lead (CPL) static. To achieve this goal we took a three-pronged approach:

Reducing Wasted Spend:
After deep diving into Jacuzzi's account we discovered that 15% of advertising spend was going to completely irrelevant searches. Historically, as Jacuzzi increased spend, the amount of advertising dollars going to these irrelevant search terms increased drastically. After an exhaustive negative keyword project, wasted spend was drastically reduced and ad dollars were able to be diverted to more relevant queries.

Improving Ad Rank:
Jacuzzi was losing impression share because of ad rank at an alarming rate. It was evident that Quality Scores were the primary cause of this lost impression share. The effect was inefficient costs per click and an inability to scale the account. To remedy quality scores and in-turn increase impression share, we did extensive ad group breakouts, completely re-wrote ad copy, and edited their landing pages. This allowed us to scale campaign spend without having to massively increase the cost of each click

Optimizing Bidding:
Once quality scores, keywords & search terms, and ad copy was in an acceptable place, we were able to scale our spend and get fresh data into Google for further optimization. The initial results showed an increase in cost per lead. However after a period of a few weeks we were able to systematically reduce our bids and maintain lead volume. This was the final step in accomplishing the goal of doubling lead count and keeping cost per lead steady.