For Certified Energy, we restructured Google Ads with one clear objective: regain control over performance and achieve structurally lower cost per lead, without sacrificing volume.
Greater control and lower cost per lead for Certified Energy
About Certified Energy
Certified Energy is a specialised consultancy firm that supports businesses with energy and sustainability reporting. They operate in a highly competitive market, where Google Ads is a key channel for generating new leads.
The focus is on high-quality enquiries from businesses with clear compliance and reporting requirements.
The challenge
The Google Ads campaigns had been running for some time, but performance was clearly declining:
Cost per lead increased significantly
Limited insight into which campaigns or keywords were truly driving results
Budget was spread too broadly, without clear priorities
Optimisation was mostly reactive rather than strategic
As a result, control over growth decreased and costs continued to rise, while market demand remained stable.
What we identified
A thorough analysis of the account revealed several key issues:
Keywords were too broad, with limited focus on purchase intent
Insufficient separation between different services and search intents
Conversion tracking provided limited insight into lead quality
Budget allocation lacked clear performance-based indicators
In short: there was too little strategic direction on where the budget was actually generating return.
How we approached it
We rebuilt the account step by step, with a clear focus on structure, data, and intent:
Campaigns were restructured around clearly defined services and search intent
High-intent keywords were separated from informational searches
Budgets were reallocated based on performance and potential
Conversions were redefined and carefully validated
Continuous optimisation focused on quality rather than volume
No aggressive budget cuts, just smarter use of the existing budget.
The results
More than a 50% reduction in cost per lead
Conversion volume maintained, with no drop in enquiries
Clear insight into which campaigns are driving growth
Greater predictability and control over Google Ads
By structurally optimising for purchase intent and measurability, Google Ads became a reliable growth channel again, instead of a cost driver.
Why this works
This case shows that better results don’t come from higher budgets, but from better decisions. By combining strategy, structure, and data, it becomes possible to lower costs while improving performance.
Discover how a strategic Google Ads restructure can lead to lower costs and greater control over performance.
