Case Study: Kingston Industrial Garage Cost Per Lead Reduction
Summary
The beauty of digital advertising is the ability to constantly do A/B testing across various dimensions. Whether that's testing creative, bidding, or audiences. For our client, Kingston Industrial Garage, at any given time we can have as much as 20 different campaigns running across search, display or video. This opens up opportunities to test and learn on a regular basis.
The Approach
For the month of August 2026, we decided to test different bidding approaches specifically to lower the cost per lead.
The approach would pit trying to get the maximum amount of reach for the budget against more aggressive bidding for audiences more likely to convert.
There is a trade off between the two approaches. At a certain cost per click & conversion rate ratio point, bidding higher for audiences more likely to convert will result in lower lead volume vs bidding at a lower cost per click to a wider audience.
The Strategy
-
The percentage increase in conversion rate must be greater than the percentage increase in cost per click.
-
If cost per click doubles , conversion rate must more than double to generate a higher net lead volume for the same budget.
The Test
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We ran 50/50 split tests for 14 different campaigns.
Key Results & Return On Ad Spend Insights
Cost Per Lead Reduction | # Of Campaigns |
|---|---|
> 50% | 6
|
15% - 49% | 5
|
<10% | 1 |
No Effect | 2 |
Conclusion
All in all, the test was a huge win. More than three-quarters of the campaigns saw double-digit drops in cost per lead, proving that paying more for higher-intent clicks actually pays off. Moving forward, we’re scaling the winning strategy across the board while digging deeper into the one car model that underperformed to figure out why it had a different outcome.