191% more leads, 65% lower cost per lead
Over a 3-month window, Adapt Estates saw a 191% increase in leads while cost per lead dropped 65%.
The challenge
Adapt Estates is a South African estate planning business and the sister brand to CDT Attorneys. They help families with deceased estate administration, estate planning and online Will Kits. During the baseline period, they were generating 23 leads at R595 per lead.
What we did
We focused the Google Ads on deceased estate searches, which is where the real intent sits. We rebuilt the landing pages for each service, added a Will Kit checkout page with PayFast so people could buy a starter or advanced will online, and tightened up the keyword and negative lists. We also fixed conversion tracking so every form fill and call was being counted. Weekly performance check-ins kept the budget pointed at what was working.
The results
In the following 3 months, leads increased from 23 to 67 — a 191% improvement. Cost per lead dropped from R595 to R207 — a 65% reduction.
