| Josh Blicker

1,051 Leads, $46 CPL, and a Broken System Fixed—Here’s How We Transformed Chaos into Profit!

A multi-state powerhouse ABA company came to us with a major issue: their marketing campaigns were misfiring, and enrollments weren’t coming through. Faulty tracking inflated their numbers, making it impossible to assess real performance. Wasting money on the wrong ads, they were stuck. 

We stepped in, fixed the system, and turned things around.

Google Ads Campaign

The previous agency had set up faulty conversion tracking, double-counting every lead and inflating their results. The numbers were manipulated, totally distorting the actual metrics. It was clear they needed a change, fast.

Our job was simple: fix the mess, optimize the system, and deliver consistent, measurable outcomes.

The Issues We Tackled

Messed-Up Tracking: The conversion data was unreliable due to a flawed setup. We couldn’t trust the numbers, which made it impossible to assess campaign success accurately.

Budget Drain: Without accurate tracking, they were pouring money into ads that didn’t convert—resulting in wasted spend.

No Clear Insights: With unreliable data, the client couldn’t understand what was working and what wasn’t, making it hard to make informed decisions.

Our Strategy for Success

We didn’t waste any time. Here’s what we did to turn things around:

  1. Fixed the Tracking System: We corrected the conversion tracking to eliminate double-counting and ensure all data was accurate. With real numbers, we could now make informed decisions.
  2. Refined Audience Segmentation: We revamped the audience targeting to focus on families most likely to enroll. By narrowing the focus, we ensured that every dollar spent had a higher chance of converting.
  3. Optimized for Results: We made sure to track the most important outcome—new enrollments—rather than chasing after irrelevant vanity metrics. This kept us aligned with the client’s ultimate goal: growing enrollments.

The Results

Our strategic changes led to a significant turnaround in campaign performance. From April to December 2024, we consistently drove 30-40 new enrollments each month. Here’s a snapshot of the success:

  • 69.8K Clicks: We targeted quality traffic, ensuring the clicks we received had the potential to convert.
  • 2,170 Conversions: These were real enrollments, directly tied to our optimized strategies.
  • $116 Cost per Conversion: A strong return on investment, keeping the campaigns efficient.
  • $250K Total Spend: Every dollar spent was working harder to drive growth.

The Numbers Don’t Lie

Here’s how the campaigns performed post-April 2024:

Key Takeaways

A few key lessons stood out from this experience:

  1. Reliable Data is Everything: If your tracking is off, you’re working blind. Fixing tracking should always be the first step.
  2. Precision Matters: Broad targeting doesn’t always pay off. By narrowing our focus, we were able to get more bang for our buck.
  3. Focus on What Matters: While it’s tempting to chase metrics like impressions and clicks, real business growth comes from conversions. We kept our eye on the prize.

This case is a prime example of how getting the fundamentals right can turn a struggling campaign into a success story. Once we fixed the broken system, our strategy delivered real, measurable results, month after month.

Meta Campaign

We also launched the client’s Meta campaigns alongside Google Ads to bring in high-quality leads and drive enrollments.

Our Approach

  • New York Launch: We kicked things off in New York, highlighting success stories and the company’s unique approach.
  • Expansion: Once New York worked, we extended our efforts to Georgia and Indiana, tailoring our strategies to each market.
  • Optimization: We didn’t stop. We kept optimizing, adjusting on the fly to keep things efficient.

The Results

  • First Two Months in New York: 104 leads at a jaw-dropping CPL of $19.58.
  • Expansion Success: From May to December, we delivered 1051 leads across New York, Georgia, and Indiana, with an average CPL of $46.79.
  • High Conversion Rates: We maintained a conversion rate of 15%-20%, turning leads into clients and growing the company’s client base.

Campaign Highlight

From May to December, CMG brought in 1051 leads for the client with an average CPL of $46.79. What started in New York with a stellar CPL of $19.58 spread successfully to Georgia and Indiana, maintaining a solid 15%-20% conversion rate and  making a real impact on their bottom line.

If your campaigns are falling short, it’s time to hit the reset button. At CMG, we don’t just fix misfires—we turn them into consistent, measurable success. Stop burning through your budget with no results. Let’s make every dollar work for you.

Partner with CMG and start seeing ROI today!