Case Study
Each qualified charter lead now costs $4.20, down from $180
A North American charter operator was burning budget on Google Ads set to show for almost any loosely related search, with no tracking of which clicks became enquiries and one generic landing page. We rebuilt the campaigns by charter type and route, built a landing page for each segment, and set up tracking that ties every lead to its source. Cost per qualified lead fell 97% within the first billing cycle.
The challenge
What a North American charter operator needed to solve
The operator was running a single broad-match Google Ads campaign (ads shown for loosely related searches) pointing every click at one generic "charter quote" landing page, with no conversion tracking in the ad account or on the site. 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 charter enquiries.
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Get in touchOur approach
How the engagement was delivered
Discovery
Audited the existing Google Ads account structure, search-term reports, and landing page. Split the charter demand into private jet, group charter, and empty-leg or route-specific searches.
Rebuild
Restructured Google Ads into campaigns and ad groups by charter type and route instead of one catch-all campaign. Added negative-keyword lists to stop spend leaking to hobby and empty-leg-only shoppers.
Landing pages
Built a landing page for each charter segment, each with its own copy, aircraft options, and a single quote-request form designed to qualify the enquiry rather than maximise volume.
Lead tracking
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: ongoing bid and negative-keyword adjustments against measured cost-per-lead data.
Results
What the work produced
Real engagement. The client's identity is withheld.
$4.20
Cost per qualified lead
Cost per qualified lead settled at $4.20 inside the first full billing cycle after the restructure.
97%
Lower cost per lead
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 across the charter-type campaigns once the landing pages matched the ads.
End-to-end
Every lead traced to its source
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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More proof
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