COST PER LEAD REDUCTION

Same Budget. More Leads. Stop Paying for Traffic That Never Converts.

Australian paid campaigns routinely bleed budget through Search Partners, catch-all Display targeting, and broad match keywords with no conversion history. We audit every spend line, remove what is not working, and redirect budget to what produces qualified leads in Sydney, Melbourne, and Brisbane.

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35–55% CPL reduced 35–55% on audited Australian accounts · 90%+ Search Partners and Display waste identified in 90%+ of accounts reviewed · 300+ 300+ negative keywords added per engagement · Lead volume protected — only waste is removed
This is for you if

Who This Is For

This engagement is for Australian businesses running paid campaigns that are generating leads but not efficiently enough to scale.

The Business Paying $80–$300+ Per Lead When It Should Be $30–$60: Your Google Ads account is producing leads. Your CPL is higher than your unit economics can support at scale. You have increased budget, tested new creatives, and changed landing pages. CPL has not moved. The actual problem is in the account structure — Search Partners enabled, broad match running without controls, and no one has done a systematic waste audit.

The Marketing Team That Inherited an Account They Did Not Build: You took over a Google Ads account someone else set up. The settings have never been reviewed. Search Partners is enabled. The Display Network expansion is checked. There are 15 negative keywords on campaigns that have been running for two years. You know something is wrong but need a structured audit to quantify it before making the case for changes.

The Business That Has Tried Multiple Agencies and Seen No CPL Improvement: You have worked with two or three agencies. Each one made changes. CPL stayed roughly the same. The consistent issue across agency transitions is that agencies optimise for what is easy to report — impressions, CTR, Quality Score — rather than what matters: the ratio of spend to qualified pipeline. This engagement focuses only on CPL and lead quality.

What's broken

What's Broken

Search Partners Is Enabled and Unreviewed

Google enables Search Partners by default. In Australia, this means your ads are running on search engines and sites outside Google.com — often including shopping comparison sites, directories, and partner networks with lower commercial intent than Google Search. Search Partner traffic frequently has higher CPC and lower conversion rates than Google Search traffic. Splitting performance and making a data-based decision requires disabling or segmenting Search Partners, which most accounts have never done.

Display Network Expansion Is Catching Everything

Many Australian Search campaigns are running with Display Network expansion enabled — a default setting that diverts Search budget to banner placements across unverified websites. The placement reports on these accounts show hundreds of sites receiving spend with no conversion records. The budget is real. The leads are not there.

Broad Match Keywords With No Conversion History Are Running at Scale

Broad match allows Google to match your ads to queries that are semantically related to your keyword — which in practice means significantly different in intent. An Australian financial services business targeting "home loan comparison" on broad match will trigger searches for "mortgage broker reviews," "how to refinance," and "first home buyer grants." Some of these have value. Many do not. Without a systematic review of the search term report, spend continues on queries that will never produce qualified leads.

Bid Strategy Is Not Aligned to Lead Quality

A significant number of Australian accounts are optimising for conversions without verifying that the conversions being tracked represent qualified leads. If your conversion event is a page view, a phone number click, or a form start rather than a completed lead form, your bidding algorithm is optimising for the wrong outcome — and producing leads that look cheap but do not close.

What we engineer

What We Do

Waste Audit — Keywords, Placements, Audiences, and Conversion Tracking

We pull 90 days of account data and cross-reference spend against conversion outcomes at the keyword, placement, and audience level. Every line item with spend and zero conversions is flagged. We also audit your conversion tracking setup to confirm that the events you are optimising for represent actual qualified leads. The audit is delivered as a working document with spend quantified against each waste source.

Negative Keyword Expansion (300+ Terms)

We build the negative keyword list from your search term report, your industry's known irrelevant query categories, and competitor research. For Australian accounts, this includes navigational queries, informational queries with no commercial intent, and geographic terms relevant to regions outside your service area. The list is documented and segmented so your team can extend it.

Search Partner and Placement Exclusions

We analyse Search Partner performance separately from Google Search performance. Where Search Partners show materially higher CPL or lower conversion rates, we exclude them or apply bid adjustments. We also pull the full placement report for any Display Network traffic and exclude every site with spend and no conversions — including category-level exclusions for mobile apps, parked domains, and content networks.

Audience Suppression and Targeting Review

We build suppression audiences from your CRM data and website visitors who do not match your lead profile. We also review "optimised targeting" settings, which Google applies automatically and which frequently expand your targeting to audiences with no demonstrated conversion history. Where Google has expanded targeting without data justification, we override it.

Bid Strategy Audit and Restructure

We review your current bid strategy, conversion tracking accuracy, and conversion volume against the requirements of the algorithm you are running. Where conversion data is sufficient for Target CPA or Maximise Conversions, we implement or confirm those settings. Where data is insufficient, we define the conversion volume threshold required and build a plan to reach it before switching.

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What changes

What Changes

Before
After
Before Budget scattered across Search Partners, Display placements, and broad match with no conversion history
After CPL Drops — Without Sacrificing Lead Volume: Budget redirected from waste sources toward proven keywords and placements produces the same or higher lead volume at lower cost. This is the primary outcome: fewer dollars spent per lead because spend is concentrated on traffic with demonstrated conversion history.
Before A search term report mixing useful and irrelevant queries
After Search Term Quality Improves Visibly: After negative keyword expansion and match type corrections, the queries triggering your ads align with the leads you want. Your search term report becomes a readable picture of actual buyer intent rather than a mix of useful and irrelevant queries.
Before Bid strategy optimising for low-intent events that depress CPL on paper
After Conversion Tracking Reflects Actual Lead Quality: After the conversion tracking audit, your bid strategy optimises for real lead events. This corrects a hidden problem in many Australian accounts: the algorithm was producing cheap conversions by optimising for low-intent events, which depressed CPL on paper while increasing cost per qualified lead in practice.
Before Spend scattered across Search Partners, Display, and broad match long-tail queries
After Budget Concentrates on What Works: Spend that was scattered across Search Partners, Display placements, and broad match long-tail queries consolidates into a smaller set of high-intent keywords and placements. Top-converting terms receive more impression share. The account becomes structurally simpler and more auditable.
Common questions

FAQ

Will my lead volume drop when waste spend is removed?

Removing waste spend does not reduce lead volume from converting traffic — it removes spend from traffic that was not converting. Budget freed from wasted sources is redirected to keywords and placements with demonstrated conversion history. In most Australian accounts we audit, lead volume holds steady or improves after the waste removal.

How significant is the Search Partners problem in Australian accounts?

In Australian accounts where Search Partners has never been reviewed, it commonly accounts for 10–25% of Search budget with CPL two to four times higher than Google Search. Disabling or segmenting Search Partners is frequently one of the highest-impact single actions in the audit. The decision is always data-based — we review performance before excluding.

What if our conversion tracking is already set up correctly?

If your conversion tracking is accurate and reflects qualified lead events, the audit will confirm that and focus on keyword, placement, and audience waste. In our experience, roughly 40% of Australian accounts have a conversion tracking issue — either tracking the wrong event, double-counting conversions, or including low-intent actions alongside genuine leads. Verification is part of the standard audit.

How long does the CPL improvement take to show up?

Meaningful CPL movement is visible within 30 days of implementation for accounts with moderate to high spend. Lower-spend accounts may require 45–60 days to accumulate sufficient data for a statistically clear reading. We provide a written 30-day review regardless of account volume.

Do you work with accounts running Microsoft Ads or Meta alongside Google?

The CPL Reduction engagement covers Google Ads as the primary scope. If you are running Microsoft Ads or Meta Ads, we can include a waste review for those platforms in scope — confirm at the time of audit request and we will adjust the scope accordingly.

Our team

The people behind the work

Not a black box. Real specialists you can call, with their names on the work.

Niraj Raut

Niraj Raut

Founder — Ecommerce SEO
Keshab Joshi

Keshab Joshi

PPC Expert
Hawrry Bhattarai

Hawrry Bhattarai

Google Ads Expert
Arogya Rijal

Arogya Rijal

SaaS SEO Expert
About Us →
Start here

Find Out Exactly Where Your Australian Ad Budget Is Going

The audit takes two days to produce and requires only account access. It tells you exactly which keywords, placements, audiences, and bid strategies are consuming budget without producing qualified leads — and the dollar amount attached to each. There is no obligation beyond the audit.

Request a CPL Reduction Audit →

We confirm receipt within one business day and send account access instructions to begin.