Hnsstil: -41% Cost Per Lead With Strategic PPC
How we restructured Google Ads campaigns for a B2C consultancy, slashed cost per lead, and nearly doubled their qualified lead volume.
-41%
Cost Per Lead
+95%
Qualified Leads / Month
3.8x → 6.2x
ROAS
6 months
Timeframe
Hnsstil — Google Ads campaign dashboard
Client
Hnsstil
Industry
Professional Services (B2C Consulting)
Services
Google Ads Management, Landing Page Optimization, Conversion Tracking
Timeline
6 months
The Challenge
Hnsstil was spending a significant budget on Google Ads but lead quality was inconsistent and acquisition costs were unsustainably high. Campaigns were loosely structured with broad match keywords, landing pages were generic, and conversion tracking was incomplete. They had no way to measure true customer value.
Before & After
Cost per lead — before optimization
Cost per lead — 6 months later (-41% reduction)
Our Approach
We started with a complete account restructure. We segmented campaigns by service line, shifted from broad match keywords to high-intent exact and phrase match terms, and implemented a comprehensive negative keyword strategy. We set up proper conversion tracking so we could see which campaigns were delivering actual customers.
Landing Page Optimization
Instead of sending traffic to the generic homepage, we created dedicated landing pages for each service line. Each page was optimized for conversion with messaging that matched the ad copy to search intent, clear value propositions, and forms optimized to reduce friction. A/B testing continuously improved conversion rates.
Bid Strategy & Budget Allocation
We shifted from automated bidding to manual CPC control, then transitioned to target CPA once performance stabilized. Budget was reallocated to the best-performing campaigns, and underperformers were paused and restructured. Every euro was spent on channels with proven returns.
The Results
Within 6 months, cost per lead dropped by 41%, qualified lead volume increased by 95%, and ROAS improved from 3.8x to 6.2x. Hnsstil now knows exactly which campaigns drive real customers, and their Google Ads budget is now a sustainable, predictable growth channel.
-41%
Cost Per Lead
+95%
Qualified Leads / Month
3.8x → 6.2x
ROAS
6 months
Timeframe
Proof & Screenshots
Real dashboard and analytics screenshots showing actual results. Click to enlarge.
“Feo Digital restructured our Google Ads campaigns and the results were immediate. Our cost per lead dropped by nearly 40% in the first two months. They communicate clearly and never oversell.”
Mark Visser
Managing Director, Hnsstil
Frequently Asked Questions
How long does it take to see Google Ads results?
Google Ads can deliver results much faster than SEO. You can start generating leads within days of launching campaigns. However, true optimization takes time — typically 2-3 months to see meaningful performance improvements. For the Hnsstil project, we saw improvements in the first month, but full optimization was achieved by month 3.
What is the best Google Ads strategy for B2C services?
B2C Google Ads requires focusing on high-intent search terms, tight campaign structuring by service line, dedicated landing pages, and proper conversion tracking. We prioritize quality over broad reach — reaching the right people with the right message.
How do landing pages impact Google Ads performance?
Landing pages are critical. A poor landing page can ruin even a perfect campaign. Dedicated pages that match ad copy to search intent, present clear value propositions, and reduce friction significantly improve conversion rates and lower cost per lead.
Why are negative keywords important?
Negative keywords prevent your ads from showing on irrelevant searches, reducing wasted budget and improving lead quality. For the Hnsstil account, implementing a comprehensive negative keyword strategy was one of the biggest factors in reducing cost per lead.
How do you measure Google Ads ROI?
We measure ROI by setting up proper conversion tracking — not just form submissions, but actual customer conversions. This allows us to see which campaigns, keywords, and ads are driving real revenue. For Hnsstil, we improved ROAS from 3.8x to 6.2x.
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