464 qualified leads in three months, with CPA falling every month.
A$47 CPA · 5.6% CVR · Search + Performance Max
Total Attic Storage had campaigns running across Search and Performance Max, but they needed tighter keyword coverage, stronger negative-keyword filtering, and better audience signals to scale lead volume without letting cost per lead drift up.
March: 108 conversions at A$53. April: 126 at A$51. May: 230 at A$42 — volume more than doubled while CPA dropped 21%. Brand search in Perth delivered 70 conversions at A$24 with a 30% click-through rate; the insulation campaign converted at 9.75%.
Scaling leads isn't about spending more. It's about telling Google exactly which clicks you don't want.
Lowering the CPA target to what the data supported let the algorithm bid confidently instead of overpaying.
Suburb-level search terms and Western Australia bid adjustments made every click more likely to be a real homeowner.
Each month's negatives and winners fed the next — the best month was the last one.
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