PPC / Google Ads
Cutting CAC 42% Without Cutting Spend
The account was spending fine — it was leaking. We restructured, cleaned negatives, and aligned landing pages to the search intent. CAC dropped 42% in under two quarters.
-42%
Customer acquisition cost
+2.4×
Qualified demo rate
-18%
CPC on priority terms
The challenge
Strong product, healthy budget, terrible signal. Broad match was eating spend on irrelevant queries, and landing pages didn't match the ads, so quality scores were poor and CAC kept climbing.
The approach
We rebuilt account structure around search intent, applied disciplined negative-keyword hygiene, and rewrote ad copy to match dedicated landing pages. Bidding switched to target CPA with profit in the equation, not just clicks.
The results
- -42% customer acquisition cost
- 2.4× qualified demo rate from paid
- -18% CPC on priority terms
- Wasted spend dropped from ~31% to single digits
"They run paid media like it's their own money." — Growth Lead, SaaS client
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