36% more leads, 35% lower cost per lead
Over a 3-month window, LE3D Signs saw a 36% increase in leads while cost per lead dropped 35%.
The challenge
LE3D Signs is a Gauteng-based signage business run by Ruan Botha. They make neon signs, 3D channel lettering, Chromadek signs, LED signs and PVC banners. The Google Ads account was generating 11 leads at R488 per lead, with a decent click through rate but a low conversion rate and high cost per acquisition. The main keyword, signage company, was pulling in irrelevant traffic from outside Gauteng.
What we did
We rebuilt the account around five tightly themed ad groups: Neon Signs, 3D Signs, Chromadek Signs, LED Signs and PVC Banners. We added detailed UTMs to trace leads back to keywords. We layered on negative keyword lists for competitors, irrelevant terms, low intent searches and locations outside Gauteng. We filled out the ad assets with sitelinks, callouts, structured snippets, business name and product images. We also wrote fresh landing page copy for each signage type and handed it to the client's dev team to build.
The results
In the following 3 months, leads increased from 11 to 15. Cost per lead dropped from R488 to R319 — a 35% reduction.
