How We Reduced MCM Skip Bins’ AdWords Cost per Lead by 30% While Increasing Leads by 7%

The Problem

MCM Skip Bins have been working in rubbish removal across the Sutherland Shire & St George regions since 2003.

Despite using the services of another digital marketing agency prior to signing up with Local Digital, the MCM team felt that their results weren’t quite at the level they should be, and weren’t seeing any improvements.

The team at MCM Skip bins reached out to Local Digital with the desire to reduce the amount they were paying for each lead without sacrificing lead volume.

The Solution

After reviewing the existing AdWords account, some drastic changes were made to try and improve performance:

  • Negative keyword list expansion to improve traffic quality
  • Expansion of excluded regions to ensure traffic is as relevant as possible
  • Adjusted ad scheduling to focus budget on best performing times of day/week
  • Removal of under-performing keywords
  • Addition of demographic based bid adjustments
  • Removing all irrelevant keywords
  • Addition of responsive ads for search
  • Addition of remarketing lists for search with custom bidding
  • Device specific bidding
  • Revising existing Bid strategies

The Results


A significant reduction in CPA (or ‘Cost per conversion’) was seen in the very first month of Local Digital taking over management. As a bonus, conversion volume also saw an increase with the reduction in cost.

37% increase in conversion rate when comparing second half of 2018 to first half of the year.

Conversion volume increased by 7%.

Cost Per Lead decreased 31%

Local Digital continue to work on the account, with the aim to see another significant improvement on current performance over the first 6 months of 2019.

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