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Taken over at £32 a lead. Fourteen days later: £14.77.
A vehicle remapping specialist arrived from a previous agency with cost per lead stuck around £32. The owner suspected the account was wasting money, but had no numbers to prove it. This page is that takeover told in full: what we found, what we changed, and what the first 14 days of live data showed — with the source against every figure.
No call required · read-only access · in writing within 48 hours
An account the owner could not see into
The brief was plain: leads were costing around £32 each under the previous agency, the owner believed money was being wasted, and nothing in the reporting could confirm or deny it. Prove what is happening, then fix it.
The first thing we found was not a keyword problem. The conversion tracking was broken. Form fills and click-to-call had silently stopped counting — no error, no alert, the numbers simply stopped arriving. The account had been optimising on partial data: Google’s bidding was being trained on a fraction of the enquiries the account actually produced.
That poisons every other number. When the tracking undercounts, the reported cost per lead is not a measurement, it is an artefact. The £32 the account arrived at partly reflects that broken measurement as well as genuine waste — which is exactly why the owner could feel something was wrong but could not prove it. There were no honest numbers to point at.
So the job had two halves. Repair the measurement so the account could be judged at all, then rebuild the account around the searches that become booked remapping work. In that order — there is no point moving budget around an account that cannot tell a lead from a misfire.
The rebuild, in the order it happened
Nothing on this list is exotic. It is the basic discipline of a search account, done in the right order and done properly — starting with the search the whole account exists to win:
- Conversion tracking rebuilt first. Form fills and click-to-call wired back in and tested, so that every change after this line could be judged on real enquiries rather than the partial data the account had been steering by.
- Campaigns rebuilt around buying-intent search terms. The account’s budget now goes to the searches typed by someone looking to book a remap, not to everything adjacent to the word.
- Negatives locked in against the info and DIY traffic. The research reading, the how-it-works curiosity and the do-it-yourself crowd click like buyers and convert like nobody — those searches are now blocked before they cost anything.
- New landing pages, message-matched to the ads. Each ad lands on a page that repeats the promise the searcher clicked on and offers one way to enquire about it.
- The page proof: one landing page built this way converted 13.7% of clicks into enquiries (client account data, anonymised) — against the LocaliQ 2026 cross-industry average of 8.18%.
Why the order matters. The tracking repair is the least visible item on the list and the one that makes the rest work. Rebuilt campaigns fed by broken measurement optimise confidently towards the wrong thing; rebuilt campaigns fed by repaired measurement get better every week, because Google’s bidding finally learns from enquiries that actually happened.
Cost per lead
£32 →£14.77
From the ~£32 the account arrived at under the previous agency.
Live account data · 14 days · anonymised
Conversion rate
16.44%
Share of clicks that became enquiries across the rebuilt account.
Live account data · 14 days · anonymised
Landing page conversion
13.7%
One message-matched page, clicks to enquiries — vs the LocaliQ 2026 cross-industry average of 8.18%.
Client account data · anonymised
What you are looking at: the rebuilt account’s first 14 days live, measured on the repaired tracking. Two caveats, stated plainly. Fourteen days is a short window — we quote it because it is the clean post-rebuild period, the first stretch where the measurement can be trusted end to end. And the £32 “before” figure partly reflects the broken measurement as well as the waste: with form fills and calls going uncounted, the previous numbers were never fully honest, which is part of why the owner could not prove what was wrong.
If your numbers feel wrong but you cannot prove it
That was this owner’s exact position. The 12-Point Wasted-Spend Audit goes through your live account the way we went through this one — tracking first — and puts what it finds in writing within 48 hours. Yours either way.