Reducing Cost Per Conversion: Case Studies

How we’ve driven down business’ cost per conversion

While obtaining a conversion is all well and good, how much does it cost you to get there? Boosting efficiencies and ultimately bringing down the cost per conversion is vital to any marketing strategy. Ideally, you want less money to be able to do more.

Here at Sleeping Giant Media, we’re keen on reducing CPC as much as we can so that our clients get results that are really worth it. So, how do we do it? Use this page to find out.

adaptil case study logo
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MoM increase in conversions

Decreasing MoM CPC for Ceva Animal Health

Ceva Santé Animale is a developer and distributor of animal health solutions for veterinarians, farmers, and pet owners. In starting work with us in March 2022, they wanted to revamp and expand their existing PPC accounts to drive interest in their dog behaviour product, Adaptil.


Our PPC experts assessed the current state of their paid accounts and activity and began optimising and expanding them. Soon, their new paid activity was up and running, promoting Adaptil in the right places, to the right people.


Ultimately, Adaptil saw huge increases in their clicks, click-through-rates (CTRs), and conversions. Month-on-month, their conversions increased by a huge 44.5%!


Reduction in cost per conversion MoM

Bringing down John Charcol’s cost per conversion

Founded in 1974, John Charcol is widely recognised as one of the leading independent mortgage consultants in the UK.

We started work with them in 2022, and began to support them during the cost of living crisis via PPC. We noticed at the time a marked decline in mortgage-related searches, thanks to the economic downturn and rate increases. All in all, this was a tough time to be an independent mortgage broker — but we knew there were ways we could drive efficiencies.


Our PPC team got stuck into the account, continually optimising performance across all campaigns. They worked to regularly test new daily spend splits, with budget being reduced by 20% after 7pm, and gradually reducing daily budgets Monday through Friday to ensure spend in the right areas.


John Charcol saw a 9% month-on-month increase in conversions and a satisfying 0.69% decrease in cost per conversion — big numbers in mortgage broking. In fact, they even had to reduce spend at one point because there were simply too many leads coming in!

Interested in reducing your cost per conversion?

If your business’ current cost per conversion is making your marketing look more and more like an unnecessary expenditure, speak to our team of experts. With an efficiency- and performance-driven approach to digital marketing, we’ll get started on a strategy that gets you more bang for your buck.

Digital marketing case studies

Looking to find out more about what we do and how it works? As well as reducing cost per conversion, we’ve boosted organic traffic, improved ROI, and brought in form submissions for a range of businesses.

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