Tilden & Co
Cut paid CAC by 38% in 90 days while doubling lead volume.
Ten grand a month on ads, no leads to show for it.
Tilden & Co is a small accounting firm in Sydney that had been running Google + LinkedIn ads with an external agency for eighteen months. Spend was steady at around $10k/month. The pipeline from it was, in their words, "basically nothing."
The previous agency had been doing the work — clicks were happening, the dashboard was full of impressions — but the leads were not converting and the partners had given up on paid as a channel.
Two weeks of audit. The ads themselves were actually fine — well-targeted, reasonable copy, decent CTR. The problem was the landing page they were sending traffic to: the firm's homepage. A homepage written for existing clients, not for cold prospects researching accounting firms for the first time.
We rebuilt the landing page from scratch — clear problem statement at top, specific service offers, social proof from three case studies, and a calendar booking embed instead of a contact form. Then restructured the ad campaigns to send each ad to a service-specific landing page rather than the homepage.
Weekly written reports. No 40-page slide decks. Just: what spent what, what worked, what we changed.
Audit told us the ads were not the problem.
What the rebuild moved.
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−38%
CAC reduction
Paid cost per acquired client cut by more than a third.
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2×
Monthly leads
On reduced ad spend.
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12
Page-1 keywords
SEO uplift from the new landing page architecture.
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18%
Landing page conv.
New landing pages converted at 18% vs 4% on the old homepage.
We had been burning $10k a month on ads with nothing to show for it. They cut the spend in half and doubled the leads in the same quarter.