Cost Per Lead Down 72% In Four Weeks On A Brand-New Google Ads Account
How XDS launched Google Ads for Big Boyz Binz from a standing start and took cost per lead from $68.82 to $19.30 in four weeks
What they came in with, and what changed.
- Launch Google Ads for Big Boyz Binz on a brand-new account
- Bring cost per lead down fast, without cutting the leads coming in
- Track every form and call so the bidding learns from real enquiries
- A new account with no conversion history, so Google's bidding had nothing to learn from
- Clicks costing over $12 on average in the first week
- Five leads in week one at $68.82 each
- Cost per lead down 72%, $68.82 to $19.30, week 1 to week 4
- Average cost per click roughly halved, $12.29 to $6.29
- Leads up from 5 a week to 14 on less spend
How the engine was built.
The problem, the build, and what it produced. Three parts, one system.
Big Boyz Binz hires out skip bins across Cairns and the northern beaches. When it came to Google Ads, it started from nothing: a brand-new account with no history for Google's bidding to learn from.
A new account paying too much for every click
The campaign went live on 12 October 2026. The landing page and ads were doing their job, with about one click in five becoming a lead. The problem was the price of the click. With no conversion history, Google's automated bidding paid whatever it took to win, and the average click in week one cost $12.29. Five leads came in at $68.82 each.
One search campaign, tracked to the booking, then capped
XDS built a single search campaign on exact and phrase keywords, with price-shopping searches and competitor names blocked, sending every click to an express quote page with an instant quote. Quote forms, calls from the ad and calls from the page are each tracked as a separate lead, form leads are uploaded from the CRM with the click they came from, and booked jobs are sent back to Google Ads. On 20 October XDS put an $8 ceiling on what Google's bidding could pay for a click, then kept trimming the searches that cost money and brought nothing in.
Cheaper clicks, more leads, less spend
By week four, 2 to 8 November, the average click cost $6.29 and 14 leads came in at $19.30 each, from $270 of spend. That is 72% lower than week one. It was not a straight line: week three came in at $41.59 before week four's low. Across the first four weeks the campaign brought in 36 leads from $1,178.
Figures cover the campaign's first four weeks, 12 October to 8 November 2026, from the Google Ads API. A lead is a quote form, a call from the ad or a call from the landing page. Big Boyz Binz's numbers are Big Boyz Binz's numbers. What transfers is the method: track every lead, then make Google pay less for the click.
Every stage, measured.
Down from $12.29 in week 1, after an $8 ceiling went on what Google could bid for a click.
Up from 5 in week 1, quote forms and calls, on less spend: $344 down to $270.
Down from $68.82. 12 to 18 Oct against 2 to 8 Nov 2026, seven days each.
Week 4 against week 1, on a Google Ads account with no history when it launched.
Drag the line. See the difference.
Traceable results, on the record.
