How We Reduced Cost Per Acquistion by 48% on Google Ads for Midas Lighting

Midas Lighting, a premier provider of holiday and commercial lighting services in New Jersey, partnered with us to enhance their online visibility and generate more qualified leads. Their goal was to maximize customer inquiries and bookings during the peak holiday season.

Client

Midas Lighting

Services

Google Ads 

Year

September, 2023 - December, 2023

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Project Duration: September 2023 – December 2023
Industry: Holiday & Commercial Lighting Services
Location: New Jersey, USA
Objective: Increase leads and conversions through Google Ads for residential and commercial lighting services, including Christmas and Diwali lighting.

The Core Challenges We Faced

 

1. Prohibitively High Customer Acquisition Costs

 

  • Initial campaigns showed $112 cost per conversion (2.5x industry benchmark)

  • Low-quality leads from broad match keywords like “holiday lights”

2. Extreme Seasonality Pressures

  • 80% of demand concentrated in Oct-Dec (Christmas) and Sept-Nov (Diwali)

  • 65% of annual ad budget consumed in just 4 months

3. Fierce Local Competition

  • Competing with 40+ “lighting installation” advertisers in NJ

  • Competitors bidding $18+ per click on core terms

4. Conversion Friction Points

  • 22% bounce rate on mobile quote forms

  • Only 8% of visitors requesting designs clicked “Submit”

Our Strategic Solutions

1. Precision Audience Segmentation

Implemented:

  • Commercial vs. Residential campaign separation

  • Service-Type Specific ad groups (Installation vs. Design vs. Maintenance)

  • Income-Based Targeting for residential (focusing on $150k+ ZIPs)

Result: Reduced wasted spend by 37% in first month

2. Seasonal Bid Adjustments

Approach:

  • Pre-Season (Aug-Sept): +20% bids on “early bird” keywords

  • Peak Season (Oct-Dec): -15% bids on ultra-competitive terms

  • Off-Season: Focus on commercial maintenance services

Result: 19% lower CPC during competitive periods

3. High-Intent Keyword Strategy

Before:
“holiday lights” (Broad) – $14.20 CPC, 1.2% conversion rate

After:
“christmas light installation NJ” (Exact) – $9.85 CPC, 4.7% conversion rate

The Turnaround Results (90 Days)

MetricInitialOptimizedImprovement
Cost Per Acquisition$112$5848% Reduction
Conversion Rate1.8%4.3%139% Increase
Qualified Leads/Mo2982183% Growth
Off-Season Lead Flow3/month11/month267% Increase

From $112 Cost Per Acquisition to Profitable Growth

Our strategic optimizations helped Midas Lighting overcome seasonal volatility and high competition to achieve consistent, qualified leads at sustainable costs.

The campaign effectively positioned them as a go-to provider for holiday and commercial lighting in New Jersey.

📢 Looking to scale your business with Google Ads? Contact us to build a high-converting PPC strategy tailored to your goals!