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Confidential clientOngoing engagementGoogle Ads

Self-storage: −36% cost per lead on 2 Search campaigns, in 30 days

Taking over a Search + Performance Max account: cut what doesn't convert, lower target CPAs in steps, measure on the qualified lead.

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Key figures

Key results

-36%

Cost per lead, 2 campaigns

+12%

Qualified leads, 2 campaigns

-24%

Average CPC, 2 campaigns

-11%

Cost per lead, whole account

30days

Before / after measurement window

01

Context

A self-storage operator invests a five-figure monthly budget in Google Ads, across local Search and Performance Max campaigns. Uclic took over the account. The optimised conversion is the qualified lead: a quote request judged qualified by the sales team and imported offline into Google Ads.

Over the 30 days before the intervention, two local Search campaigns showed a combined CPA of €168, against about €95 for the account. Generic ad groups spent about €1,000 in 30 days for fewer than 2 conversions, and target CPAs set too high let through clicks above €10.

02

Objective

The goal: a CPA measured on a real sales lead, not on a submitted form.

  • Lower the cost per qualified lead at constant media spend.
  • Make measurement reliable before optimising: Consent Mode, offline import, calls.
  • Bring drifting campaigns back under control without a drop in lead volume.
03

The Uclic approach

Measurement first, then targeted cuts, bids lowered in steps and extension of what converts.

  1. 01

    Make measurement reliable

    Consent Mode v2, audit of the qualified-lead import, tracking of calls from ads, removal of a duplicate conversion send. CPAs read at D+7 and beyond, after leads are imported.
  2. 02

    Cut what spent without converting

    Generic ad groups paused (about €1,000 a month for fewer than 2 conversions), an outdated ad pointing to a redirected URL stopped, 90 days of search terms analysed (over 500 queries) and negative lists built.
  3. 03

    Tighten bids in steps

    Target CPA lowered by about 18% in a first step, then 14 days with no changes at all so the algorithm could relearn.
  4. 04

    Align ads and pages

    Quality Score audit, price and offer at the top of the landing page, FAQ and structured data, overhaul of callouts, sitelinks and structured snippets.
  5. 05

    Extend what works (after the measured period)

    The "geo" ad groups (location keywords) had the best CPA: consolidated into a single Search campaign to concentrate the signal, after the measured window.
04

Results

Same conversion over both periods: the imported qualified lead. Limitations: 30-day windows, about 30 conversions per period on the corrected campaigns, several levers activated at the same time. Ongoing engagement.

Two corrected Search campaignsBeforeAfterChange
Cost per qualified lead€168€108−36%
Qualified leads28.932.4+12%
Spend (30 days)≈ €4,900≈ €3,500−28%
Average CPC€10.1€7.7−24%
Conversion rate6.0%7.2%+1.2 pt
  • −36% cost per qualified lead on the two corrected Search campaigns (€168 → €108), over 30 days compared with the previous 30 days.
  • +12% qualified leads on these campaigns (28.9 → 32.4), on −28% spend.
  • Average CPC −24% (€10.1 → €7.7) and conversion rate from 6.0% to 7.2%.
  • Across the whole account: −11% CPA (€95 → €84), +2% qualified leads on −10% spend.
05

Key takeaways

  • An account's CPA often hinges on two or three campaigns. The other Search campaigns stayed stable. The gain came from the ones that were drifting.
  • Cut before you scale: the fastest gains came from what we stopped, not from extra budget.
  • Measure on the right conversion: optimising on the qualified lead rather than the form avoids buying leads that never sign.
  • Lower bids in steps, with a change freeze so the algorithm can relearn.

Limitations: the compared windows are 30 days long. The two corrected campaigns weigh about 30 conversions per period, and several levers were activated at the same time. The consolidation of geo ad groups came after the measured period. Ongoing engagement.

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