Halved Cost per Lead in B2C Lead Gen
“Miller Digital have literally halved our cost per lead in 12 months. They are diligent, proactive and extremely knowledgeable and I couldn’t be happier with the decision to hire them.”
Director, Mistek
Taylor Tuck-Brown
Mistek are a multi-award winning national fire safety specialist, and one of the leading accredited installers of the Automist® water mist fire suppression system - a modern alternative to traditional sprinkler systems. Mistek approached us in 2024 having run ads in house previously, but now requiring a reliable, effective route to profitable scale through expert management.
THE CHALLENGE
When Mistek approached us, Google Ads was already generating leads, but performance lacked consistency and scalability. The account had been managed in-house, and while there were elements of best practice in place, the overall structure wasn’t built to drive higher lead volume at higher spend levels.
Our audit revealed that a significant portion of budget was being absorbed by broad, low-intent search terms and overlapping keyword targeting. This led to inflated costs per lead, limited impression share, and budget being spent without consistently reaching the most valuable searches. At the same time, the majority of traffic was being driven to the homepage, despite clear evidence that higher converting landing pages, such as the “Get a Quote” page, converted far more effectively.
Search volume and demand was there, but the account lacked the control, focus, and structure needed to turn that search volume into new qualified leads and scalable growth.
SO, HOW?
When Mistek began working with us, their average cost per lead was £124, which restricted growth and limited their return on spend.
We implemented a full account restructure designed around efficiency and intent. This included rebuilding campaign architecture, introducing clearer bidding controls, and continuously refining keyword coverage to ensure budget was concentrated on searches most likely to convert. Ad copy and landing page alignment were improved to strengthen ad relevance, allowing Quality Scores to rise and costs to fall.
The impact was immediate. Average cost per lead reduced to £65, representing a 50% decrease, enabling Mistek to drive significantly more enquiries and customers without increasing their advertising budget. Over the past 18 months, we’ve continued to optimise and refine performance, ensuring results remain consistent, sustainable, and scalable over time.
Take your PPC to the next level today.