Doubled ad spend from $30k to $60k per month while cutting cost per sale by 46%. Switched from Facebook to Google Ads, rebuilt landing page, and implemented post-form trust-building content.
The BEFORE screenshot shows cheap Facebook leads ($17 CPL) but they were low intent. People were months away from making a decision.
The AFTER screenshot shows more expensive Google leads ($35 CPL) but way higher intent. People were days away from making a decision.
CPL doubled, but cost per SALE dropped from $1,200 to $650. That's what matters.
When I came onboard, they were spending around $30k/month on Facebook Ads. Their cost per lead was hovering around $17, cost per appointment was around $68, but their cost per sale was sitting at $1,200. Way too high.
They have a great process - intake specialists who call and qualify leads, then a solid team of agents who close them. Their numbers are generally really good, so they knew the problem was the traffic source.
Facebook Ads was an inferior channel for them compared to Google Ads. The insurance product they sold had dirt cheap CPC on Google. Ironically, they actually tried running Google Ads before but stopped because the lead quality was horrible.
Here's what was wrong with their Facebook Ads: Ad creatives had no real qualifier. More click-baity and begging for form fills rather than actually filtering people. The leads from FB were okay quality, but super low intent. People would be months away from making a decision. Google Ads had way higher intent. People would be days away from making a decision.
And here's why their previous Google Ads attempt failed: Campaigns were set up horribly. Tons of ad groups with super similar keyword themes. They had Google Search Partners on. They were doing exact match keywords. Their landing page was this long scammy ad copy thing. They had absolutely zero content to show people after form submission, so people had no reason to trust them, pick up the phone, respond to texts, etc.
I turned off Facebook Ads completely and moved all their spend to Google Ads.
First, I consolidated their Google Ads setup. They're now running one campaign and one ad group with a bunch of long-tail broad match keywords and a super tight negative keyword list.
I rebuilt their landing page. No more scammy stuff. Just a clean, simple landing page with a multi-step form that collects all the info we need in a non-intrusive way.
The biggest lift happened after form submission. We now have tons of content about the company on the thank you page: A white-board explanation video (it's perfect for their target demo of middle-class families). Testimonials. About us section. Team photos. Tons of genuinely valuable content that everyone would comment on and love during the sales/intake call.
We also added a calendar booking option directly on that page. Previously they didn't have this because they wanted to call people themselves. But you don't really need that when you're giving people all the reasons to trust you upfront.
The other huge thing was implementing offline conversions in Google Ads. I started sending offline conversions for Qualified Leads and Converted Leads inside Google Ads. If you don't know, Google has pre-configured conversion actions for this stuff, and Google literally tells you to use it to get better leads.
The trick is you need to collect a Google Click ID every single time someone clicks on your ads. My form collects that, then I built the integration using their CRM + Zapier. Pretty straightforward once you have the infrastructure in place. This alone reduced our cost per sale by around 20% over 3 months.
We doubled ad spend from $30k to $60k/month. CPL went up from $17 to $35 (yes, it went UP), and cost per appointment increased slightly from $68 to $72 (that also went up). But cost per sale dropped from $1,200 to around $650, which made them super profitable.
Switched traffic source from Facebook to Google (better intent). Rebuilt Google Ads campaign structure (one campaign, one ad group, broad match). Landing page redesign with proper multi-step form. Post-form content strategy (testimonials, VSLs, calendar booking). Offline conversion tracking implementation (Qualified Leads + Converted Leads).