Aaron Young shows how a law firm spending $100K monthly on Google Ads cut spend in half while adding $400K in revenue by ditching CPC obsession. The shift: focus on qualified leads the sales team actually wants, use Performance Max alongside search, and track broader metrics instead of individual keyword costs.
If you want to generate more high-quality leads for your business using Google Ads, and you're wanting to scale past that $10,000 a month, $20,000 a month, $50,000 or even $100K a month inside of your Google Ads spend, and you're purely focused on metrics like your CPCs, and you're trying to fiddle around and build out some more single keyword ad groups, can I just say, at scale, that game is not going to work. Yes, when you're just starting out in Google Ads, you can get some success by purely just focusing on your keyword targeting, your ad copy. But when you want to play the game at scale with lead generation and Google Ads, you can't be worrying about how much each individual CPC is costing you. Let me show you a perfect example. This was a law firm in the US, and they were actually spending over $100,000 a month inside of Google Ads. The problem was is that they weren't hitting their targets. Yes, they were generating over $1.3 million in new revenue, but this number here needed to be below 20 for it to even make sense. Sorry about my writing, but that's what that needed to be. We went through and reviewed their account. We slowly started to get their spend down, and as you can see, in August they actually spent half the money that they spent in February, but they actually got an extra $400,000 in value to their business, and their average value client actually went up. And the results of this number Needed to be below 20, it is now below 15. So how do we do this? And let me just say, it wasn't about just looking at their CPC, adding in some extra negative keywords. It was all about getting their data and their structure right. Firstly, when it comes into the data, is that we didn't worry about form fills or phone calls anymore. We were purely looking at qualified leads with the core question of us going, tell us the leads that actually come through that your sales team want to talk to more and more every day. That's the data that we sent back into Google Ads. And secondly, we built a structure which wasn't search only. We also layered in some Performance Max and some demand gen so that they could drop down their CPCs. And you know what the funny thing that happened as they were spending more on their search campaigns, which is still search is spending over 80% of their budget, their CPCs were going down, which allowed them to reinvest more money into their search campaigns. So when you want to play the game of Google Ads for lead generation at scale, remember, it's not just about watching your CPCs like a hawk. You need to think bigger and really look at the strategic data that you're feeding back inside your Google Ads account.
