Google Ads on a small budget: 9.96% CTR and leads at $28
A public B2B organisation with an internship programme and two audiences. On a $1,300 budget the account closed at 29 conversions at $28 per lead, with a 9.96% Search CTR.
9.96%
Search CTR
$28
Cost per lead
5.52%
Conversion rate
$1,300
Total budget
Period: the full campaign, on a total budget of $1,300. A before and after does not prove causality.
What we found
- 01The campaigns were generic and ran on broad terms.
- 02A relevant part of the spend went to informational searches.
- 03The negative keyword list was almost empty.
- 04Ad groups held dozens of keywords with no relation to each other.
- 05The landing page asked for more information than it offered.
What we did
- 01We reviewed a year of search terms and built a broad negative keyword list.
- 02We restructured by intent, with small and specific ad groups.
- 03We rewrote the ads and extensions so they matched the landing page.
- 04We shortened the form.
Result
Search CTR reached 9.96%. The account closed at 29 conversions at $28 per lead, on the same spend and with no extra budget or staff.
How to read the data
The figures cover the full campaign on a total budget of $1,300.
A before and after comparison does not prove causality. It shows how the recorded results changed, but not how much of the change each action caused.
Data anonymised under client confidentiality agreements.
Conclusion
On a small budget, removing pays more than adding. Before adding budget or keywords, we cut what is not working.
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