Case Study

Cracking the Code: How This Australian Bookkeeping Company Turned Google Ads Into a Lead Machine

The client, a leading bookkeeping services provider in Australia, partnered with Demanzo to activate paid search as a predictable growth channel. They were seeking measurable lead generation outcomes while keeping acquisition costs under strict control.

About the Client

Industry: Accounting & Bookkeeping Services
Location: Australia
Service Area: Local + National (Online Bookkeeping Solutions)
Objective: Generate high-quality inbound leads at a sustainable cost through Google Ads

Initial Challenges

Low CTR & Conversions in Previous Campaigns:

Legacy ad setups weren’t converting despite decent traffic.

Fragmented Ad Messaging:

Services were not aligned with high-intent user searches.

Lack of Funnel Segmentation:

No clear campaign mapping to different buyer stages.

Demanzo’s Strategic Approach

Rebuilt ad groups and messaging to align with service-specific queries

Focused on high-converting, low-competition keywords with strong commercial intent.

Directed traffic to conversion-optimized service pages with strong CTAs and trust signals.

Adjusted daily budget pacing to focus on peak conversion windows.

Results Summary

Metric	Performance
Impressions	3,202,675
Clicks	2,787
Total Spend	A$14,181.85
Avg. CPC	2A$0.24
Leads Generated	615
Cost per Lead	A$23.06
Conversion Rate	22.1%

What Worked

Targeted service-focused keywords

Ad scheduling during business hours to drive real-time engagement

Negative keyword filters to reduce irrelevant clicks (e.g., “free,” “jobs”)

Granular campaign tracking to isolate top-performing ad groups

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