B2B Environmental Consultancy: 174% More Conversions at 67% Lower Cost

Challenge

  • Improve conversion performance for a consultancy advertising three services.
  • Address uneven results across the account, with 20 recorded conversions from A$8,741.50 in advertising spend over three months.
  • Improve budget efficiency: campaigns with no recorded conversions accounted for 56.8% of spend during the earlier period.

Role

PPC Consultant

Responsibilities

  • Google Ads campaign restructuring.
  • Keyword targeting and negative keyword changes.
  • Bidding adjustments.
  • Landing page improvements.
  • Campaign performance analysis.

Approach

I restructured the campaigns, revised keywords and negative keywords, adjusted bidding, and improved the landing pages to support enquiries.

During the later comparison period, all advertising spend went to Search campaigns. I assessed both overall account performance and Search-only results to distinguish changes in campaign mix from changes within Search.

Results

Comparing March–May with August–October 2026:

  • Recorded conversions increased by 174.4%, from 20 to 54.88.
  • Cost per recorded conversion decreased by 66.8%, from A$437.08 to A$145.06.
  • Advertising spend decreased by 8.9%, from A$8,741.50 to A$7,960.87.
  • Search-only cost per recorded conversion decreased by 69.5%, while Search spend increased by just 4.6%.
  • Average Search cost per click decreased by 31.6%, from A$16.29 to A$11.15.

The account recorded 2.74 times as many conversions with A$780.63 less advertising spend.