01
The brief
A licensed adoption agency working in Illinois and Indiana. In June 2023 it spent $6,324.12 on Google Ads with zero tracked conversions.
I rebuilt the tracking, the search campaigns and the landing pages. In the same July 2023 week, new campaigns produced 16 leads for $792.27, against 4 leads for $2,122.70 from the legacy campaigns.
The agency needs enquiries from prospective birth parents and adoptive families.
The audience is sensitive and search intent varies widely, so both structure and messaging needed care.
02
What made it hard
- June 2023: $6,324.12 spent with zero tracked conversions.
- Mixed-intent keywords pulling in irrelevant clicks.
- Landing pages not built to convert enquiries.
03
How I approached it
- Fixed conversion tracking so form leads were recorded.
- Restructured campaigns by searcher intent and audience, with new “both intent” campaigns split by audience and state.
- New ad copy and new landing pages with clearer calls to action.
- Location reports used to shift budget towards better-performing areas.
04
What I did
How I solved it: Rebuild the lead-gen account around the offers that actually convert.
- I compared old vs new Search structures in the July 2023 reporting, tightened ad groups and landing paths, and cut cost per lead sharply (documented in the agency deck and campaign report).
- Account audit, campaign rebuild and tracking set-up.
- Landing-page recommendations and CRO.
- July 2023 client deck, location analysis and budget by location.
05
The numbers
| Metric | Value | Source and period |
|---|---|---|
| Legacy campaigns | $2,122.70 cost · 4 leads · $241.11 per lead (sheet) | Comparison sheet, labelled 25–31 Jul 2023 |
| New campaigns | $792.27 cost · 16 leads · $84.16 per lead (sheet) | Same sheet |
| Cost ÷ leads (calculated) | $530.68 → $49.52 per lead (−91%) | Calculated from the same sheet |
| July account totals | $11,218.25 cost · 6,752 clicks · 14.62% CTR · 34 conversions | Google Ads report, Jul 2023 (June: $6,324.12, 0 tracked conversions) |
| By location | Illinois 58 conv. at $19.48; Indiana 53 conv. at $21.83 | Google Ads location report, 1–17 Aug 2023 |
