Not enough demand

Cost per lead down 42% across two years on a $500 monthly budget

A small budget run for two years. Notable because the spend and the lead count reconcile against the stated monthly budget almost exactly.

Counted a business outcome

Leads, calls or conversions were counted. Revenue was not — no record here measures it.

Industry: Fire protection services
Business model: B2B services
Company stage: Undisclosed
Constraint identified: Not enough demand
Channel: Google Ads
Time period: 2 years
Budget: $12,122.88 total recorded spend
Client: Published anonymously at the client’s request

Where it started

A fire protection provider needed more qualified leads but could not increase the budget to get them.

The constraint, and why

With a fixed and modest budget, the only available lever was efficiency — getting more qualified leads from the same spend.

What actually changed

Search and call campaigns rebuilt around the specific services that convert
Audience behaviour analysed before adjusting, rather than broad optimisation
Bidding strategies tested systematically

Serving clients across California from an Orange County base. Budget held at $500 per month throughout.

Measured results

Leads
152
Measured in the platform, not reconciled to finance · Google Ads
Cost per lead
Before: $118After: $68
A 42% reduction between the first and second year
Measured in the platform, not reconciled to finance · Google Ads, reported per year
Blended cost per lead
Calculated by us
≈ $80
Directional only · Calculated: $12,122.88 ÷ 152 leads.
Cost per click
$27.37
Measured in the platform, not reconciled to finance · Google Ads

What is different now

The same budget bought roughly twice as many leads in year two as in year one.

Limitations and atypical circumstances

Leads are counted in Google Ads. The record does not show how many became contracts, or what they were worth.
The source deck headlines a lead increase we have not published, because no starting lead volume is recorded anywhere in it. The 42% cost reduction is published because it can be checked against the figures given.
No written client release is on file for this record.

Permission

Published anonymous, authorised by Monastic (owner authorisation to publish anonymised records) on 2026-10-01.

No written release from the client is on file. The record is published anonymously and contains no client name. If you would like a reference conversation with a current client instead, ask for one — that is a fair thing to expect.

Source

Google Ads campaign record — fire protection, Orange County CA

Outcomes this addressed

Lower cost to acquire