How we fixed keyword targeting and ad placements for FBA Co.'s YouTube lead-generation campaign, and turned a loss-making account into a profitable lead engine.
Return on Ad Spend
When we took over, FBA Co.'s campaign was running at 0.5× ROAS: every £1 spent brought back just £0.50. In a market as competitive as financial and business education, where clicks are expensive, that leak grows with every pound of budget. Our audit traced most of the waste to two causes.
Ads were reaching people whose searches and viewing topics showed little intent to act, so budget went on views that were never going to become leads.
Ads were serving on channels, videos and partner sites that were a poor fit for the audience: cheap impressions, but almost no sign-ups.
Replaced broad, off-target keywords with tightly themed, high-intent keyword groups, and excluded terms that attracted browsers instead of buyers.
Reviewed where the ads were actually showing, excluded placements that spent without converting, and moved budget to the ones producing leads.
Skippable in-stream ads opening on a free-training offer, with a direct "Click here" call to action and a matching companion banner.
2.8×
Return on ad spend
up from 0.5×
13K
Leads generated
tracked conversions
£6.50
Cost per lead
account average
37.1K
Ad clicks
£84.4K Google Ads spend
Clicks
37.1K
Conversions
13K
Cost / conv.
£6.50
Cost
£84.4K
Google Ads account overview, 12 Oct 2019 – 10 May 2023. After the restructure, cost per conversion came down and held steady while clicks, conversions and spend scaled up together.
What the Numbers Mean
5.6×
improvement in return on ad spend, from 0.5× to 2.8×.
~35%
of clicks turned into leads (13K from 37.1K), a sign the right people were clicking.
~£2.27
average cost per click in a high-cost financial niche.
Format
Skippable in-stream on YouTube
Hook
"Get Free Training", on screen from the first second
CTA
"Click here" button to a dedicated training sign-up page
Support
Companion banner repeating the offer beside the video
"Great guy, works super fast and has done exactly what I need! Will use again."
Verified 5-star review · Client in the United Kingdom · Setup & Strategy Consultation
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Google Ads Call-Only — Taxiravi