These case studies reflect actual client engagements where strategy, budget, and execution aligned well. Individual results vary significantly. We never promise outcomes we can't justify.
This regional HVAC company had been running Google Ads for 18 months without meaningful tracking or conversion setup. They were bidding on broad match keywords with no negatives, sending all traffic to a general homepage, and paying CPCs well above market rate. Their cost-per-lead was high and climbing going into summer season.
We started with a full account audit and competitive analysis. We rebuilt the campaign structure around specific service lines (AC repair, installation, maintenance contracts), implemented exact and phrase match targeting with over 180 negative keywords, and built dedicated landing pages for each service.
Conversion tracking was configured properly for both phone calls and form submissions. We set up call-only ads for mobile traffic and segmented campaigns by service type and geography.
CPA decreased by approximately 43% compared to the prior 6-month period. Lead volume increased significantly as Quality Scores improved and impression share grew. The client reported that the quality of inbound leads improved as well, with better appointment-to-estimate conversion rates.
Results reflect this specific client engagement and campaign period. Performance depended on seasonal demand patterns in the region, budget level, competitive landscape at time of campaign, and landing page quality. These results are not typical and are not a guarantee of future performance for any business.
A direct-to-consumer apparel brand had been scaling Meta ad spend but watching customer acquisition costs rise steadily. Their account had campaign structure issues — too many overlapping audiences, no clear funnel separation, and creative fatigue setting in. iOS privacy changes had also disrupted their previously effective interest targeting.
We rebuilt the account using a clean three-layer funnel: broad prospecting with creative-led testing, mid-funnel engagement retargeting, and purchase retargeting for website visitors and cart abandoners. We implemented Conversions API alongside the Pixel to recover attribution lost from iOS changes.
Creative testing was restructured using Meta's Advantage+ creative tools alongside manual A/B tests on hooks, CTAs, and product imagery. We identified top-performing creative themes within the first 30 days and scaled the winners.
Customer acquisition cost decreased approximately 38% from the baseline established at campaign start. Blended ROAS across the account stabilized at approximately 3.1× while retargeting ROAS reached 4.6×. The brand was able to increase weekly spend while maintaining profitable acquisition economics.
E-commerce Meta Ads results depend heavily on product margins, creative quality, audience size, seasonality, and competitive auction pressure. Results shown do not represent guaranteed outcomes. Meta advertising performance fluctuates and is subject to platform policy changes.
An independent insurance agency was heavily dependent on referrals and wanted to add a scalable digital lead channel. They had no experience with native advertising, no compliant advertorial assets, and needed a full build-out from scratch. Insurance is one of the more competitive and compliance-sensitive categories in native advertising.
We started with a compliance review of their messaging and built a native advertising strategy designed for the insurance category — educational-first content, clear advertiser disclosure, compliant landing pages, and transparent lead capture forms. All creative and landing page copy was written to meet platform editorial guidelines.
Campaigns were launched with multiple headline and image variations across geographic segments. We monitored approval rates and adjusted creative accordingly, using bid adjustments based on time-of-day and device performance data.
By month three, the campaign was generating over 190 leads per month at an average CPL of approximately $18. Approximately 62% of leads were successfully contacted by the agency's sales team within 24 hours. The agency added one additional sales agent to handle inbound volume.
Insurance lead generation results vary significantly by coverage type, geography, competitive landscape, and lead follow-up processes. CPL in insurance native advertising ranges widely by category. These results were achieved in a specific market at a specific time and do not represent typical or guaranteed outcomes.
A personal injury law firm had an outdated website that loaded slowly and was not mobile-friendly. They had never run paid search advertising. Legal search advertising is among the most competitive and expensive CPCs in Google Ads, requiring precise targeting and high-quality landing pages to achieve manageable CPLs.
We built a new, mobile-first website focused on trust signals, attorney credentials, case types, and clear intake forms. The site was architected specifically for Google Ads quality score — fast load, relevant content, and keyword alignment. We launched a Google Search campaign focused on high-intent practice area keywords with extensive negative keyword filtering to avoid irrelevant traffic.
Call tracking was implemented to properly attribute phone leads. We segmented campaigns by practice area and geographic radius, monitored call quality through transcription, and refined keyword lists monthly.
Legal advertising is subject to additional state bar advertising rules. Wavecrest Media is not a legal compliance advisor. Legal Google Ads CPCs are among the highest of any industry and vary significantly by market, practice area, and competition. Results shown are specific to this campaign and not representative of typical legal advertising outcomes.
All case studies reflect real client engagements where results benefited from favorable conditions including appropriate budget levels, favorable market timing, and effective client collaboration. Results shown are not typical and do not constitute a guarantee of future performance for any business. Advertising results vary significantly based on industry, geography, competition, budget, creative quality, landing page performance, and market conditions outside Wavecrest Media's control.
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