SEM Department
Home Services
SoCal Security Screens
Engagement: Oct 2025 – Mar 2026 (After) (vs. Apr 2025 – Sep 2025 (Before))
Type: Search
Goal: Leads
Click to Expand
CPL cut 33% with leaner spend
Cost / Lead
−33%
Verified headline metric over engagement period
Total Spend
$5,957
Monthly Budget
$990
Utilisation
100%
Traffic & Channel Performance Metrics
Before vs. After ComparisonImpressions
25,111
From 36,390
−31.0%
Clicks
2,127
From 3,136
−32.2%
CTR
8.47%
From 8.62%
−1.7%
Avg. CPC
$2.80
From $3.63
−22.9%
Quality Score
7.2
From 6.8
+5.9%
Conversions, Revenue & Commercial Impact
Conversions
137
From 175
−21.7%
Conv. Rate
6.44%
From 5.58%
+15.4%
Cost / Conv.
$43.49
From $65.10
−33.2%
Strategic Optimisations Executed
- Continuous negative keyword refinement to filter low-intent traffic
- Bid strategy adjustments to lower CPC while maintaining lead volume
- Ad copy and asset refresh to lift quality score
- Geo and device bid optimisations focused on high-converting segments
Key Wins & Business Impact
- Improved Quality Score (6.8 → 7.2) and cut cost per lead by 33% while maintaining strong CTR — a leaner, more efficient account.
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