Cost per lead reduced by 64%.
How a dumpster rental operator in a high-competition metro cut paid-media costs in half and built an ads account they could finally optimize.
Vegas Dumpsters operated in one of the most aggressively bid paid-media markets in the country. Las Vegas dumpster rental is a category where every competitor runs Google Ads, the keyword pool is narrow, and cost-per-click has crept up year over year. The team had a strong operational reputation locally, but their ads account was producing fewer qualified leads each quarter despite spending more.
The account had been built campaign-by-campaign over four years. Match types were inconsistent — some campaigns ran broad match without negative keyword protection, others ran exact match with no scaling room. Three different campaigns bid on the same head terms against each other. The negative keyword list was thin and out of date. Geo targeting was overlapping across the metro.
Every internal attempt at optimization made things worse, because the structural problems were deeper than the surface bids. The team needed a full account rebuild, not another round of bid management. They came to us looking for someone who would document the problem, fix it once, and not put them on a discovery call to talk about it.
The Blueprint mapped a four-month account rebuild. The Growth Engine continues to run it.
We documented every campaign, ad group, keyword, match type, and negative list. We mapped which campaigns were bidding against which, where geo targeting overlapped, and which keywords were producing qualified leads versus noise. The audit doubled as the Blueprint's evidence base.
We archived the existing account and rebuilt it from the campaign level. Each campaign was scoped around a single thesis — service line, geo, intent type. Match types were assigned by deliberate strategy, not historical accident. Bid strategies were aligned to conversion data, not impression share.
We built a multi-tier negative keyword program — account-level negatives for the global junk, campaign-level negatives for category protection, ad-group-level negatives for intent precision. The program eliminated approximately 40% of historical wasted spend within the first thirty days.
We pulled close rates by zip code and recalibrated geo bid modifiers to match actual revenue performance. High-converting zones got bid premiums. Low-converting zones got pulled back or excluded. The account stopped paying premium CPCs for traffic that didn't convert.
Every month, the team received a written report tied to qualified leads, cost per qualified lead, and revenue attribution by campaign. The report could be read in ten minutes and used to make next-month budget decisions without a meeting.
Cost per qualified lead dropped from $87 to $31 over four months. The reduction came from eliminating wasted spend, calibrating bids to close-rate data, and running each campaign against a single, defendable thesis.
Despite reducing overall ad spend by 18% during the rebuild period, qualified lead volume grew 2.8x. The math worked because the new account stopped paying for clicks that couldn't convert.
The negative keyword program eliminated approximately 40% of historical wasted impressions within the first month. Spend that had been going to brand-mismatched queries was redirected toward high-intent commercial searches.
The engagement is ongoing. The account is now in steady-state optimization rather than rebuild mode, with monthly Blueprint reviews and quarterly geo recalibration.
We'd been told for years that paid media was just expensive in our market. Prime Marketing showed us the account itself was the problem. Half our spend was working against the other half.
Five-minute application. No calls. 48-hour response. $2,500 one-time, delivered in 2–4 weeks.
Two decades of marketing leadership.