How We Improved Lead Quality and Reduced CPA for ZappySys Through Google Ads Optimization

ZappySys is a data integration and automation software company helping businesses streamline data workflows. Provides powerful tools for connecting systems, automating processes, and managing complex data operations efficiently.

+58%

increase in lead score

-10%

decrease in CPA

Challenge

ZappySys approached us to scale lead generation, improve lead quality, and reduce cost per acquisition. Initially, the account relied heavily on global Search campaigns, with a large portion of spend allocated to low-performing geographies. Lead Score was 12, with a relatively high CPA at the early stage of the project.

The main challenges included inefficient global targeting, limited use of display and Performance Max campaigns.

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Solution

Phase 1: August 2024 – February 2025

Geo-targeting audit: Removed low-performing countries to focus budget on high-potential markets
Ad copy optimization: Rewrote ads following Google Ads Best Practices
Creative preparation: Developed assets for testing Display and Performance Max campaigns
Maintaining Search as the backbone: Search campaigns remained the main source of high-quality leads

Performance (Lead Score):

Display: 16
Search: 20
Lead Score (total): 12 (there were other campaign types apart from search and display).

Phase 2: March – July 2025

Performance analysis & geo refinement: Reduced locations to the most valuable markets based on client CRM data
Customized display campaigns: Expanded Display campaigns with tailored banners for high-converting niche segments
Performance Max: Relaunched PMax dynamically using feed-based assets to improve conversion rates
Account restructuring: Shifted focus to optimized Display campaigns, which started generating leads comparable in quality to Search, but at a lower CPA
Reduced reliance on branded conversions and reallocated budget away from non-priority directions to ensure resources were focused on high-value campaigns

Performance (Lead Score):

Display: 22
Search: 26
Lead Score (total): 19 (there were other campaign types apart from search and display).

Results

Lead Score: +58% (12 → 19)
CPA (total): -10%
Lead quality: Display campaigns now deliver leads comparable to Search campaigns

ZappySys case study: Graph that shows leas score growth over time

Takeaways:

By combining strategic geo-targeting, ad copy optimization, and account restructuring, ZappySys achieved both a higher lead quality and a lower CPA. The progressive improvement of Display campaigns from 16 to 22 Lead Score within two periods demonstrates how ongoing optimization can bring alternative channels close to the performance of Search.

This case highlights the value of continuous testing and refinement to unlock the full potential of Google Ads campaigns.

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