
CPCs up 40% in a year, lead volume flat, ten competitors bidding the same keywords. Paid search had hit its ceiling: $267 a lead and climbing.
We moved $15k of the $25k upstream: CTV and native primed high-intent postcodes weeks before the season. Search stayed untouched.
Branded searches +170%. The retargeting pool passed 48,000 people and began carrying half the lead volume on its own.
$150,000 invested, 1,340 qualified leads. Cost per lead: $112, down 58%. Their own Google Ads now capture demand at a CPC 22% cheaper.





