Keyword value analysis
How I tracked every keyword from click to contract
Connecting keyword data with the CRM so search investment followed contract economics.
From the strongest terms
Reallocated
For individual keywords
The challenge
Keywords were judged on leads, not what those leads became.
Some keywords produced plenty of leads and almost no contracts. Others quietly produced customers every month.
What mattered most
The strategy
Clicks to leads to contracts.
I joined keyword data with CRM outcomes and invested accordingly.
- 01Connected keyword data with the CRM.
- 02Evaluated real downstream outcomes for individual keywords.
- 03Used contract economics to guide search investment.
- 04Cut spend on terms that never became customers.
The evidence
The numbers behind the result.
Graphs use the exact figures from the engagement. Where raw totals were not available, values are indexed to a starting point of 100.
Search investment
Spend moved to proven terms
Change against the starting position. Reductions shown in green are improvements.
The outcome
Search budget anchored to revenue.
The strongest terms produce five or more contracts a month, and low quality spend has been reduced by 12%.
Capabilities demonstrated
More case studies
View allGrowth & Acquisition
How I moved the business beyond CPL and cut contract CPA by 39%
39% Lower contract CPA
Data & Customer Intelligence
How I found 129 excluded areas worth winning back
453 Locations reviewed
Data & Customer Intelligence
How 7 investor personas lifted qualified leads by 12%
7 Core personas
A personal point of view
What I’m seeing, testing and learning in PPC right now.
I’m John Iliopoulos, a PPC and growth marketer with over 10 years in the industry. PPC Supreme is where I share my take on what’s changing, experiments I’m running, things that genuinely work and the lessons behind the results.
Ready for similar results?
Find out what your paid media is really producing.
Start with a free audit and I will look beyond surface metrics to the growth opportunities that matter commercially.