632% more leads, 76% lower cost per lead
Over a 12-month window, Fit For Bed saw a 632% increase in leads while cost per lead dropped 76%.
The challenge
Fit For Bed is a South African bedding retailer based in Johannesburg. They sell the Harris Hotel mattress range, adjustable beds and a small line of natural latex pillows. During the baseline 12-month period, the Google Ads account was generating 97 leads at R731 per lead.
What we did
We restructured the Google Ads account so each mattress and bed range had its own campaign and tightly themed ad groups. We cleaned up the keywords, cut wasted spend on low-intent searches and added a strong negative keyword list. We also tightened the conversion tracking so we could see which campaigns were actually driving enquiries, then shifted budget to what was working.
The results
In the following 12 months, leads surged from 97 to 710 — a 632% increase. Cost per lead dropped from R731 to R174 — a 76% reduction.
