Google Ads Case Study: CPL Reduced from ₹1,800 to ₹400

What to do first

Review search intent, landing-page qualification and conversion definitions together rather than attributing the result to one bid change.

Implementation and review

1. Record spend and accepted leads for comparable reporting periods, then calculate CPL as spend divided by leads.
2. Check qualified-lead and revenue outcomes before describing a cheaper inquiry as better performance.

What to watch for

The available results show improvement alongside lower spend. They do not establish that every individual intervention caused the result.

The account context

This result sits within my performance marketing consulting work at Tiju’s Academy. My responsibilities included Google Ads and ChatGPT Ads planning and optimization, landing-page work and measurement. Meta execution was led with two colleagues. The Google result should be evaluated as its own channel outcome rather than combined with Meta attribution.

Reading the calculation

The absolute CPL change is ₹1,400. Dividing ₹1,400 by the ₹1,800 baseline gives a reduction of approximately 77.8%. Monthly spend changed from ₹3 lakh to ₹2.10 lakh, so this is not evidence that a larger budget caused the improvement. The account also records approximately ₹7.67 lakh in Google-attributed monthly revenue; the rounded spend and revenue figures align with about 3.65× ROAS.

What the work included

The portfolio records a two-step lead funnel, more than ten landing pages, and audits and repairs involving GTM, UTMs, Meta Pixel and CAPI across a 3,000-page website. These describe the wider delivery scope. The available summary does not isolate the causal effect of each intervention on Google Ads CPL.

Applying the lesson to another account

Start by checking what the existing conversion action counts. Compare lead contactability and qualification across the same reporting windows before changing the optimization goal. Review search intent and the landing page together. A cheaper form is not sufficient evidence of better acquisition if the sales team rejects more leads.

Questions to ask when comparing results

Were the same lead definitions used before and after? Did the offer, geography, attribution settings or follow-up process change? How long did the leads take to become customers? A useful comparison makes those differences explicit instead of copying the headline CPL into a new forecast.

A practical example to work through

A comparable report places the before and after period side by side with spend, lead definition and attribution source. Keep any change in geography, course mix or conversion setup visible to the reviewer. If those conditions differ, explain the difference alongside the improvement. That gives a prospective client a stronger basis for evaluating the result than repeating the percentage alone.

References and further reading

• Google Ads Help
• Offline conversion measurement

References explain platform behavior; they are not independent verification of portfolio results. Check current documentation before implementation.