Case
How We Increased Leads by 493% While Reducing CPA by 62%
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Rebuilding Paid Acquisition Around Qualified Leads
Staymo is a London-based short-term rental and Airbnb management company.
When we started working together, Google Ads and Meta Ads were already active, but the acquisition system wasn’t ready to scale. Google Ads had tracking discrepancies, inefficient targeting, and wasted traffic, while Meta Ads was primarily focused on website traffic rather than qualified lead generation.
We rebuilt both channels around accurate measurement, higher-intent traffic, qualified leads, and scalable acquisition.
From March to July, the blended Google + Meta results showed a major transformation: lead volume increased by 493.1% while blended CPA decreased by 62.5%, even as advertising investment scaled significantly.
Confidentiality Notice: Exact advertising spend, lead volumes, CPA, and other commercially sensitive data are confidential. Performance is presented using percentage improvements.
Fixing the Foundation Before Scaling
Scaling the Right Results, Not Just Platform Metrics
Our initial audit identified several fundamental issues:
- Inaccurate conversion tracking between Google Ads and CRM.
- Duplicate conversions inflating reported performance.
- Broad geographic and keyword targeting creating wasted traffic.
- Meta Ads focused on traffic rather than qualified lead generation.
- Recent rebranding and domain migration disrupting existing demand.
Before scaling, we needed to make sure we were optimizing toward real business leads rather than misleading platform metrics.
Services & Technologies
- Google Ads
- Meta Ads
- Lead Generation
- Conversion Tracking
- CRO Optimization
We started by fixing conversion tracking and aligning advertising-platform data with actual CRM leads.
For Google Ads, we refined keywords, negative keywords, search terms, geographic targeting, bidding, and budget allocation to concentrate investment around higher-intent demand.
For Meta Ads, we shifted the focus from website traffic to qualified lead acquisition, improving targeting, conversion paths, audience qualification, and the overall journey from ad to inquiry.
Once the foundation was reliable, we scaled based on actual performance rather than platform-reported conversions alone.
Fixing tracking before scaling
We cleaned up duplicate conversions and aligned advertising-platform reporting with CRM data, reaching approximately 95% tracking accuracy and giving us a reliable foundation for optimization.
Increasing high-intent Google Ads acquisition
We refined search intent, negative keywords, geographic targeting, bidding, and budget allocation to reduce wasted traffic and generate more qualified opportunities.
Turning Meta into a lead generation channel
We repositioned Meta Ads from a traffic source into a qualified lead acquisition channel, improving targeting, lead qualification, conversion paths, and the overall customer journey.
Scaling based on real performance
With reliable data in place, we progressively prioritized the locations, audiences, search terms, and acquisition approaches demonstrating the strongest lead-generation performance.
+493% More Leads With 62% Lower Blended CPA
From March to July, we increased total Google + Meta advertising investment by 122.5%.
But performance grew substantially faster than the budget.
Across both channels, total lead volume increased by 493.1%, while paid traffic grew by 82.3%.
Most importantly, the increased scale came with significantly better acquisition efficiency: blended cost per lead decreased by 62.5%.
- Tracking needs to be fixed before budgets are scaled. Reliable CRM data changed how we evaluated and optimized performance.
- Budget growth doesn’t have to mean higher acquisition costs. Investment increased by 122.5%, while blended CPA decreased by 62.5%.
- Lead growth should outpace traffic growth. Paid traffic increased 82.3%, while leads increased 493.1%, showing that optimization went beyond simply buying more clicks.
- Google and Meta require different roles. Google captured existing high-intent demand, while Meta developed into an additional qualified lead acquisition channel.
- Scale should follow business outcomes. Optimizing around actual leads rather than surface-level platform metrics created a much stronger foundation for sustainable growth.
We've been working with the team for several months now, and it's been a fantastic experience from the very beginning. Following our rebrand, they helped us significantly increase the number of leads while reducing our cost per lead. They also identified new growth opportunities and have consistently provided valuable strategic insights to support our business. The team is incredibly responsive, proactive, and genuinely committed to achieving the best possible results. It truly feels like they care about our success as much as we do, which makes them a pleasure to work with. We highly recommend them to any business looking for a reliable, results-driven marketing partner.
COO of Staymo - Daria K.
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