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Cracking The Code: How This Australian Bookkeeping Company Turned Google Ads Into A Lead Machine
The client, a leading bookkeeping services provider in Australia, partnered with Demanzo to activate paid search as a predictable growth channel. They were seeking measurable lead generation outcomes while keeping acquisition costs under strict control.
About The Client
- Industry: Accounting & Bookkeeping Services
- Location: Australia
- Service Area: Local + National (Online Bookkeeping Solutions)
- Objective: Generate high-quality inbounds leads at a sustainable cost through Google Ads
Initial Challenges
Low CTR & Conversions in Previous Campaigns:
Legacy ad setups weren’t converting despite decent traffic.
Fragmented Ad Messaging:
Services were not aligned with high-intent user searches.
Lack of Funnel Segmentation:
No clear campaign mapping to different buyer stages.
Demanzo’s Strategic Approach
Search Campaign Overhaul:
Rebuilt ad groups and messaging to align with service-specific queries
Keyword Optimization:Focused on high-converting, low-competition keywords with strong commercial intent.
Landing Page Refinement:Directed traffic to conversion-optimized service pages with strong CTAs and trust signals.
Budget Allocation Strategy:Adjusted daily budget pacing to focus on peak conversion windows.
Results Summary
| Metric | Performance |
|---|---|
| Impressions | 3,202,675 |
| Clicks | 2,787 |
| Total Spend | A$14,181.85 |
| Avg. CPC | 2A$0.24 |
| Leads Generated | 615 |
| Cost per Lead | A$23.06 |
| Conversion Rate | 22.1% |
What Worked
Targeted service-focused keywords
Ad scheduling during business hours to drive real-time engagement
Negative keyword filters to reduce irrelevant clicks (e.g., “free,” “jobs”)
Granular campaign tracking to isolate top-performing ad groups
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