01
Audience
saturation
The same people were seeing the same campaigns too often, so response decayed while cost per impression climbed.
The full story.
More results.
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Pipeline Leak Review · FinTech case study
Same Budget,
37% Lower CPL,
Predictable Pipeline Again
A FinTech payments company was spending the same every month and getting less back. We ran a five-part diagnostic, found four things that had drifted, and fixed them. Here's what we did, and an offer to run the same diagnostic on your account.
Client name withheld at their request. Every number is real.
-37%
cost per lead
+30%
qualified leads
+47%
total leads
+42%
click-through rate
Run the same diagnostic on your account
15 minutes of your time, and the findings are yours to keep either way.
Sound familiar?
Before the story, a quick gut check. If two or more of these are true, the pattern below is probably yours as well.
Spend has been steady for months, and lead volume is drifting down.
The leads that do arrive convert worse than they did a year ago.
Sales is asking for more outbound because inbound has gone quiet.
Forecasting has turned into guesswork, so nobody trusts the number.
What
we found
Nothing was broken. Four things had drifted at the same time, and together they moved the whole system.
Audience
02
Creative
fatigue
The ads that built the account were still running, long past the point where they earned attention.
03
Rising
competition
More bidders on the same auctions, pushing costs up with nothing changing inside the account.
04
Misallocated
placements
Budget sat in placements that delivered volume and almost no qualified pipeline.
Our approach
What we changed
Five levers, pulled in order. Diagnosis first, because changing everything at once teaches you nothing.
01
Full diagnostics
We rebuilt the picture of where budget was going, which audiences were still responding, and what had changed in the auction.
02
Audience rotation
We found new high-potential segments to take pressure off the saturated ones.
03
Creative refresh
Customer stories, straight comparisons against alternatives, and short video matched to each stage of the buying journey.
04
Placement discipline
Budget moved out of placements that produced traffic and into the ones that produced qualified conversations.
05
Dynamic budget allocation
Cost per lead checked daily and weekly, so budget moved on evidence instead of waiting for month-end.
The results
Same monthly budget.
Different system.
More importantly for the business: sales conversations became consistent again, the reliance on outbound dropped, and forecasting became something the team could defend.
-37%
CPL
Before100
After63
Relative cost per lead · Before = 100
+30%
qualified lead volume
+47%
total lead volume
+42%
CTR
+14%
CVR
Your account, nextThe same diagnostic,
The same diagnostic,
on your account
Not a pitch deck. The same checks we ran on the account above, run on yours, with the findings written up for you to keep. Then a 15-minute call to walk you through them.
Where your budget is actually going, by campaign, audience, and placement.
Which audiences are saturated, and where fresh segments could take the load.
How much of your spend is behind creative that has stopped earning attention.
Which placements are producing traffic rather than qualified conversations.
How often your budget moves, and whether it moves on evidence or on the calendar.
The same evidence-first method behind 3,500+ campaigns, an average 53 percent lift in qualified leads and 27 percent lower CAC.
Book my diagnostic
Your five-part review
What this means for you
Fix the system, not the ad
A single creative swap buys you two weeks. Audience, creative, placement, and budget move together, or they don't move at all.
Match the message to where the buyer actually is
Most underperforming accounts aren't badly targeted. They're badly sequenced.
Move budget on evidence, weekly
Money that sits still through a learning phase is money spent teaching the platform the wrong lesson.
The full story.
Not ready to talk? Grab our Google Search Ads Benchmarks Report and run the first two checks yourself.