Paid acquisition transformation
How I cut CPA by 57%, from £140 to £60
Reworking campaign structure, audience quality and landing page conversion together.
From ~£140 to £60
On average
The challenge
Customers were costing too much to acquire.
At around £140 CPA, growth was capped by economics. Spending more simply meant losing more.
What mattered most
The strategy
Fix structure, audience and conversion at once.
Paid media and CRO worked as one programme.
- 01Reworked campaign structures and targeting.
- 02Improved audience quality.
- 03Combined paid optimisation with conversion rate improvements.
- 04Reinvested savings into the strongest campaigns.
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.
CPA
More than half off every customer
The outcome
Economics that made growth possible.
CPA fell from roughly £140 to £60, a 57% reduction that opened room to scale profitably.
Capabilities demonstrated
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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.
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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.