SEM Department
Senior Living
Fountains of West County
Engagement: 1 Apr 2025 – 31 Mar 2026
Type: Search / PMax
Goal: Leads
Click to Expand
+113% conversions at 30% lower CPL
Conversions
+113%
Verified headline metric over engagement period
Total Spend
$11,753
Monthly Budget
$979
Utilisation
95%
Traffic & Channel Performance Metrics
Before vs. After ComparisonImpressions
96,423
Clicks
5,529
CTR
5.73%
Avg. CPC
$2.13
Quality Score
8.5
Impr. Share
86%
Conversions, Revenue & Commercial Impact
Conversions
446
+113%
Conv. Rate
7.09%
Cost / Conv.
$26.34
−30%
Strategic Optimisations Executed
- Aggressive keyword pruning (paused $100–$200+ spend / 0 conversion terms)
- Performance Max search theme restructuring & refinement
- Created segmented ad groups with cross-negative strategy
- Audience optimization (added high-intent segments like Retirement Planning)
- Ad schedule optimization based on CPC & conversion trends
- Creative optimization (images, pinned headlines, messaging updates)
Key Wins & Business Impact
- We scaled conversions by over 113% while reducing cost per lead by 30%, by eliminating wasted spend and focusing on high-intent branded traffic.
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