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COST PER LEAD REDUCTION
Most UK paid search accounts waste 30–50% of their budget on irrelevant clicks, low-intent placements, and audiences that were never qualified. Ignited Nepal audits every layer of your account — keywords, bids, audiences, placements, creatives, and landing pages — and eliminates waste without cutting what's working.
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/ This is for you if
Budget above £5,000 per month. Below this threshold, the absolute waste is smaller and the optimisation surface is narrower. Above it, waste compounds quickly and systematic reduction has measurable impact.
Campaigns running for 90 days or more. Historical data is required to identify waste patterns accurately. Accounts with sufficient history allow us to make changes based on evidence rather than assumption.
Lead quality matters, not just lead volume. If your sales team is closing a low proportion of paid leads, or if you are paying for leads that sales dismisses as unqualified, the problem is almost certainly upstream in campaign targeting — not in the sales process.
/ What's broken
Google's Search Partners network is enabled by default in UK campaigns. It includes sites like Ask.com, AOL, and dozens of smaller search properties that carry Google's ad inventory. Click-through rates and conversion rates on Search Partners are almost always lower than Google Search — but they share the same bid structure. Advertisers pay Google Search prices for traffic that converts like Display.
Smart campaigns and Performance Max campaigns in the UK frequently serve a significant proportion of impressions across the Display Network without advertisers realising it. These placements are broad, often irrelevant, and rarely excluded at setup.
Broad match keywords in UK campaigns generate substantial impression volume, including searches from entirely unrelated industries and intent stages. Without a structured negative keyword list — typically 300 or more terms — a large proportion of that spend reaches people who will never convert.
Retargeting pools in UK accounts frequently include early-stage visitors, blog readers, and non-converting segments that were never likely buyers. Serving lead generation ads to these audiences at conversion-level bids is a consistent source of inflated CPL.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
We analyse impression share, search term reports, placement reports, and audience overlap data to map exactly where budget is leaving without returning qualified leads. We calculate the cost of waste in pounds before recommending any change.
We build a structured negative keyword list from your actual search term data, competitor brand terms, navigational queries, and industry-specific irrelevant terms. For UK accounts this typically means segmenting by match type across exact, phrase, and broad match negatives. Most accounts we audit have fewer than 50 negatives in place.
We audit Display Network and YouTube placement data, identify low-quality and irrelevant sites, and build exclusion lists. For Search Partners, we test the performance difference by segmenting campaigns and applying adjustments based on actual conversion data rather than assumption.
We build suppression lists to exclude existing customers, recent converters, and clearly unqualified visitor segments. Where GDPR-compliant customer match lists are available, we apply them to prevent spend on audiences that should not be in the acquisition funnel.
We audit your current bid strategy settings against your actual conversion volume. Many UK accounts are running Target CPA or Target ROAS strategies with insufficient conversion data to support them, which causes the algorithm to bid erratically. We correct bid strategy selection, conversion window alignment, and portfolio bid configurations.
A reduction in cost per click only produces a CPL reduction if conversion rate holds. We audit landing page alignment with ad copy and keyword intent, form friction, page speed (Core Web Vitals), and trust signals. Where conversion rate is suppressing lead volume, we identify the specific elements causing drop-off.
/ What changes
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyYes, in most accounts. Waste removal redirects budget from non-converting placements and keywords to the segments that are already generating leads — so volume typically holds or increases as CPL falls.
The initial waste audit and changes are complete within the first two weeks. CPL improvements begin to show in the data within 30 days for most accounts. A clear 90-day trend is the standard measurement window.
Yes. We require read and edit access to Google Ads, and read access to Google Analytics 4 and Google Search Console where connected. We do not require access to your CRM unless you want to use customer match lists for suppression.
All audience work is conducted in compliance with UK GDPR. Customer match lists require your confirmation that the data was collected with appropriate consent. We do not store or process personal data outside of the platforms you have authorised.
We tell you. The audit will identify the waste sources present. If the account has already addressed the major categories and the remaining CPL is genuinely market-driven, we will say so clearly rather than propose work that will not move the number.
Yes. Many UK advertisers run Microsoft Advertising alongside Google Ads. We audit both platforms and apply the same waste reduction process. Microsoft Advertising often has less negative keyword coverage than Google, making it a reliable source of quick wins.
Start here
The audit covers your Google Ads account (and Microsoft Advertising if applicable), identifies the specific waste sources driving your current CPL, and produces a prioritised action list with estimated impact in GBP. There is no obligation to proceed beyond the audit. The findings are yours regardless.
We review every UK audit request personally. You will hear from a senior growth engineer within 2 business days.Ignited Nepal
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