Case Study
$4.20 cost per qualified lead — down from $180
J2 Air Charter was burning budget on broad-match PPC with no conversion tracking and a generic landing page. We rebuilt the campaign structure by charter type and route, created dedicated landing pages per segment, and implemented proper attribution. Cost-per-qualified-lead fell 97% within the first billing cycle.
The challenge
What J2 Air Charter needed to solve
J2 Air Charter was running a single broad-match Google Ads campaign pointing every click at one generic "charter quote" landing page, with no conversion tracking on either side of the funnel. Spend was going to empty-leg shoppers, tyre-kickers, and competitor brand traffic in roughly equal measure, and the internal team had no reliable way to tell which dollars were producing actual charter enquiries.
Our approach
How the engagement was delivered
Discovery
Audited the existing Google Ads account structure, search-term reports, and landing-page flow. Segmented real charter demand into private jet, group charter, and empty-leg / route-specific intent.
Rebuild
Restructured Google Ads into campaigns and ad groups by charter type and route instead of one catch-all campaign. Added negative-keyword libraries to stop spend leaking to hobby and empty-leg-only shoppers.
Landing pages
Shipped dedicated landing pages per charter segment, each with segment-specific copy, aircraft options, and a single quote-request form built for qualification rather than pure volume.
Attribution
Implemented GA4 and Google Ads conversion tracking end-to-end, including server-side quote form events, so every lead could be traced back to the campaign, ad group, and landing page that produced it.
Timeline
Week 1–2: account and landing-page audit. Week 3–5: Google Ads restructure, landing-page builds, and conversion tracking deployment. Week 6 onward: iterative bid and negative-keyword optimisation against real CPL data.
Results
What the work produced
$4.20
Cost per qualified lead
Qualified-lead CPL settled at $4.20 inside the first full billing cycle after restructure.
97%
CPL reduction
Down from roughly $180 per lead on the previous broad-match setup — a 97% reduction on like-for-like qualified leads.
4.8★
Ad quality score
Averaged 4.8 out of 5 on Google Ads quality score across the charter-type campaigns after landing-page alignment.
End-to-end
Attribution across all lead sources
Every charter enquiry can now be traced back to the campaign, ad group, keyword, and landing page that produced it.
Per charter type
Campaign structure
Private jet, group charter, and route-specific empty-leg demand each got their own campaign, budget ceiling, and landing page.
Your sector
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