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Lowering Cost per Lead and Improving Lead Quality for a Residential Electrical Company

  • Writer: David Green
    David Green
  • Apr 29
  • 2 min read

21% Increase in qualified leads

23%  Decrease in cost per lead

249%  Increase in Microsoft Ads Leads


Overview:


Randy's Electric partnered with us to reduce cost per lead and drive more qualified customer inquiries. They had strong brand presence in their market but were spending inefficiently across multiple platforms. We implemented a multichannel strategy using Google, YouTube, and Microsoft Ads—combined with tactics like day parting and value-based bidding—to improve targeting, retarget warm audiences, and drive better ROI. The result: lower lead costs, higher quality conversions, and stronger mid-funnel performance across the board.


Challenge:


The company had invested heavily in digital advertising but struggled with rising lead costs and inconsistent quality. Many of the leads being generated were low-intent or poorly timed, resulting in fewer booked jobs and higher customer acquisition costs. With competition increasing across paid platforms, they needed a tighter strategy to make every dollar work harder—without losing visibility in a busy local market.


Platforms Leveraged:


  • Google Ads (Search, Display, Demand Gen)

  • Microsoft Ads

  • YouTube Ads


Strategies & Execution:


We built an integrated paid media strategy across Google Ads (Search, Display, Demand Gen), YouTube Ads, and Microsoft Ads, with a strong focus on targeting, timing, and optimization.


Here’s what we did:


  • Value-Based Bidding: Leveraged value rules to prioritize high-quality leads based on time-of-day, device, and audience type.

  • Dayparting Strategy: Scheduled ads to run only when the client’s team could act quickly—maximizing conversion likelihood.

  • Full-Funnel Approach: Used YouTube and Demand Gen campaigns to increase brand awareness and build retargeting pools.

  • Retargeting Campaigns: Focused on recapturing visitors who had shown interest but hadn’t converted, warming up cold traffic.

  • Cross-Platform Optimization: Used Microsoft Ads to cost-effectively expand reach beyond Google’s ecosystem—especially for desktop-heavy traffic.


We continuously refined creative, targeting, and time-of-day settings based on conversion data and client feedback.


Results:


  • 21% increase in qualified leads, helping the sales team book more high-value customers.

  • 23% decrease in cost per lead, improving overall return on ad spend across Google, YouTube, and Microsoft Ads.

  • 249% increase in Microsoft Ads leads, allowing the client to tap into new, cost-effective traffic sources beyond Google.






COMPANY NAME:

Randy's Electric


LOCATION:

Minneapolis, Minnesota


INDUSTRY:

Home Services (Electrical)


KEY GOAL:

B2C Lead Generation

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