138% more leads, 57% lower cost per lead
Over a 3-month window, ICE-TAGS saw a 138% increase in leads while cost per lead dropped 57%.
The challenge
ICE-TAGS is a South African pet safety business selling engraved ID tags for dogs and cats so lost pets can get home faster. They sell direct to pet owners through their website and rely on Google Ads to bring in new orders. During the baseline period they were generating 45 leads at R218 per lead.
What we did
We rebuilt the Google Ads structure around the products people actually search for, like dog ID tags and cat ID tags, with tighter ad groups and keywords for each. Our team refreshed the ad copy to lean on the safety angle, added negative keywords to cut wasted clicks, and improved conversion tracking so we knew which campaigns were really driving orders. We reviewed performance weekly and shifted budget into the winners.
The results
In the following 3 months, leads increased from 45 to 107 — a 138% improvement. Cost per lead dropped from R218 to R93 — a 57% reduction.
