Splash N Shine: 41% lower cost per lead in 90 days

The starting point

Splash N Shine came to us already running paid ads through another agency. The campaigns were technically working: leads were coming in. But the price per lead had plateaued at $12, and that ceiling was eating into margins. Scaling the spend would scale the costs, not the profit.

What we changed

We ran a comprehensive audit of the previous agency's funnel before touching anything. The waste was concentrated in two places: audience targeting that was too broad for a local-services business, and creative that did not match the Campbelltown demographic.

1. Audit, then rebuild. We mapped the full funnel from ad to enquiry, identified where spend was leaking into low-intent audiences, and stripped it back.
2. Local-first targeting. We narrowed the audience to behaviour and demographic patterns that mirrored the Campbelltown customer base, not generic Sydney metro.
3. Creative rebuilt for the demographic. Every ad was rewritten to speak to the actual local market: language, references and offer all rebuilt for the area, not a generic template.
4. Continuous testing. Multiple creative variants tested against each other from day one, with weekly cuts to underperformers.

The results

Within 90 days, cost per lead dropped from $12 to $7. The 41% reduction effectively manufactured an extra $5 of margin on every single lead. At their existing volume, that meant Splash N Shine could now scale their spend without scaling their cost ceiling.

Methodology notes

This campaign followed our standard performance creative process. All ad creative was produced in-house. Creative was refreshed every 2 to 3 weeks based on performance data, with underperforming variants killed within the first week. Performance reports were shared monthly. Total time to headline result: 90 days.