Doubling organic traffic for a home décor e-commerce brand
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View Case StudyIllustrative case study · Demo projectGoogle Ads
Cutting cost per lead by 45% for a multi-chair dental practice
An account rebuild, proper call tracking and dedicated landing pages doubled monthly patient leads while ad spend rose only modestly.
Brightwell Family Dental (fictional)Healthcare · Dental4 months
Results dashboard
Before and after, at a glance
Leads / month
4896
+100%
Cost per lead
$142$78
-45% (lower is better)
Landing-page conv. rate
3.1%6.2%
+3.1 pts
Monthly ad spend
$6,800$7,500
Budget: +10%
Tracked leads per month
Monthly trend over the 4 months engagement · illustrative data
Before vs after
Key metrics at the start and end of the project
BeforeAfter
Leads / month48 → 96
Cost per lead$142 → $78 (lower is better)
Landing-page conv. rate3.1% → 6.2%
Monthly ad spend$6,800 → $7,500
Demo project. Brightwell Family Dental is a fictional business. This case study illustrates our approach and reporting format; it is not a real TFB ECOM FINTECH client engagement, and the figures are illustrative.
The challenge
Business challenge
Brightwell was spending around $6,800 a month on Google Ads with no reliable way to tell which campaigns produced booked appointments. Leads were expensive and the front desk felt many calls were unqualified.
Starting point
Initial situation
- 48 tracked leads a month at roughly $142 each
- Phone calls not tracked as conversions
- All ads sent traffic to the homepage
- Broad-match keywords triggering job-seeker and DIY searches
The plan
Strategy implemented
- Conversion tracking: call tracking, form tracking and offline import of booked appointments
- Account restructure: separate campaigns for emergency, implants, Invisalign and general care
- Landing pages: one focused page per treatment with clear pricing guidance and a short form
- Negative keywords and bid adjustments by hour and location
Execution
Campaign execution & timeline
- Weeks 1–2Tracking & audit
Installed call and form tracking and reviewed 90 days of search terms.
- Weeks 3–5Rebuild
Launched the restructured account and four treatment landing pages.
- Weeks 6–12Optimize
Weekly search-term reviews, ad copy tests and budget shifts to the best treatments.
- Weeks 13–16Scale
Increased budget on the two campaigns with the lowest cost per booked visit.
Outcome
What the results mean
Tracking calls properly showed that two campaigns produced most booked visits while one produced almost none. Moving that budget, plus sending visitors to treatment-specific pages instead of the homepage, roughly doubled the landing-page conversion rate. Spend rose about 10%, but each lead cost 45% less.
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