How Osaic Reduced Wasted Ad Spend and Dropped Cost per Lead by 66% in 45 Days

Investing in paid search was never the problem. The issue was poor lead quality, wasted spend, and no visibility into what was actually working.

• CPL dropped from $185 to $62.69
• Rebuilt with high-intent keyword targeting
• Removed $1,000+ in wasted spend from auto-applied recommendations
• Full conversion visibility restored within the first 30 days

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Problem

Osaic was spending over $4,000/month on Google Ads without a clear sense of where leads were coming from – or whether they were even qualified.

The campaigns were running with broad match terms, no negative filtering, and conversion actions that weren’t tracking correctly. Most of the traffic wasn’t from investors ready to talk – it was general traffic bleeding the budget.

Google’s auto-applied recommendations were adding even more irrelevant terms weekly, driving up CPL and eroding ROI.

Solution

We rebuilt the entire account around structure, quality, and visibility.

Here’s what we focused on:

• Built ad groups around specific services + investor intent

• Removed auto-applied keyword bloat and irrelevant match types

• Added conversion tracking by lead form and appointment

• Implemented negative filtering and campaign exclusions to clean up wasted spend

• Built reports by term + campaign to track source and return

Current Life

Within 45 days:

• Cost per lead dropped from $185 → $62.69

• Conversion tracking was fixed and fully visible

• Google’s auto suggestions were turned off, and daily spend was tightly controlled

• The client gained clear visibility into which terms and ads were driving results

The account is now running lean and efficient, with a real lead pipeline and a structure that scales.