Cut cost per qualified lead 46% by teaching Google what a real lead was
The business had leads, but not enough qualified opportunities. Search campaigns, call tracking, and sales feedback were rebuilt so Google optimized toward revenue instead of form fills.
Business constraint
$8K/month in Google Ads was producing form submissions and calls, but nobody knew which ones were qualified or which campaigns created booked revenue. Google was optimizing toward volume because the account had no closed-loop signal.
Strategic judgment
Diagnosis
The account had no shared definition of a valuable lead and no feedback from sales. Google was therefore learning from the easiest form submissions and calls to generate, not the enquiries most likely to become revenue.
Hands-on execution
Strategic decisions and implementation
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Who ran this
Vince Servidad
PPC Strategist · Google Ads, Meta Ads & conversion systems
Philippines-based PPC strategist. I plan and manage Google Ads and Meta Ads around real business economics, then fix the tracking, landing-page, and conversion problems limiting performance. £2M+ managed, and a self-funded seven-figure Shopify brand of my own.