More Than 70% Lower Cost per Qualified Lead for a Clean Energy Client
Hive Digital rebuilt paid search and landing pages for a clean energy and water heating client. Google Ads generated 77 qualified leads, while cost per qualified lead fell from $1,049 to approximately $298 as campaigns matured.
Improve conversion
Earlier Google Ads efforts had not delivered consistent results. Landing pages needed improvement, tracking did not reliably measure lead quality, and expensive search terms put pressure on a limited budget. The client wanted to reach more repair and replacement customers before a year-end incentive deadline.
The agency's contribution
Hive Digital built landing pages and Search campaigns for core product demand, repair and replacement searches, and competitor searches. Remarketing, Display, and Performance Max supported initial testing. CallRail tracked calls and forms, while offline qualified lead imports connected optimization to sales opportunities. We improved ad relevance and Quality Scores, adopted shared bidding, and reviewed lead quality. Display and Performance Max were discontinued after offline data revealed poor-quality leads, shifting investment toward Search and remarketing.
What was delivered
- 77 qualified leads generated through Google Ads. - Cost per qualified lead fell from $1,049 early in the engagement to approximately $298 by the later reporting month, a reduction of more than 70%. - Repair and replacement campaigns achieved qualified lead costs comparable to the established core campaigns. Source: agency case study.
Measurement period: Early engagement versus later reporting month; exact dates not supplied
Context and limitations: Results describe qualified leads, not completed sales. Anticipated inventory sell-through in the original narrative was not a confirmed sales outcome.
Challenge
Earlier Google Ads efforts had not delivered consistent results. Landing pages needed improvement, tracking did not reliably measure lead quality, and expensive search terms put pressure on a limited budget. The client wanted to reach more repair and replacement customers before a year-end incentive deadline.
Solution
Hive Digital built landing pages and Search campaigns for core product demand, repair and replacement searches, and competitor searches. Remarketing, Display, and Performance Max supported initial testing. CallRail tracked calls and forms, while offline qualified lead imports connected optimization to sales opportunities. We improved ad relevance and Quality Scores, adopted shared bidding, and reviewed lead quality. Display and Performance Max were discontinued after offline data revealed poor-quality leads, shifting investment toward Search and remarketing.
Results
- 77 qualified leads generated through Google Ads.
- Cost per qualified lead fell from $1,049 early in the engagement to approximately $298 by the later reporting month, a reduction of more than 70%.
- Repair and replacement campaigns achieved qualified lead costs comparable to the established core campaigns.
