Case studies / CPA $32 to $9
How I cut CPA from $32.24 to $9.36 and lifted ROAS to 1,245% in one month
Introduction
Quick answer: Within one month of optimization, a paid search account moved from a 7.29% CTR to 12.86%, from a 1.65% conversion rate to 4.01%, from a $32.24 CPA to $9.36 and from a 165.07% ROAS to 1,244.95%. I analyzed the previous data, found the gap between what the business offered and what customers needed, updated campaign settings, adjusted bidding, rewrote ad copy to match search intent and added assets that state the core value.
By Mizanur Rahman, digital marketer. Updated 31 October 2026. Client names are kept confidential and the figures are as reported in the ad platforms.
Case study at a glance
| Detail | Info |
|---|---|
| Business | Anonymous client (name confidential) |
| Channel | Paid search (keyword-based ads) |
| Period | Within one month of optimization |
| Main levers | Settings, bidding, ad copy, ad assets |
What did I do first?
I took the time to analyze the previous data and measure every metric that mattered. Then I identified the gap between what the business was offering and what customers actually needed. There was nothing magical about it.
What did I change?
- Updated campaign settings.
- Optimized bidding adjustments.
- Rewrote ad copy to match search intent, so the ad promised what the searcher was looking for.
- Added ad assets that clearly communicate the core value of the offer.
What were the results?
| Metric | Before | After |
|---|---|---|
| Click-through rate (CTR) | 7.29% | 12.86% |
| Conversion rate | 1.65% | 4.01% |
| Cost per acquisition (CPA) | $32.24 | $9.36 |
| ROAS | 165.07% | 1,244.95% |
In relative terms, CPA fell about 71%, CTR rose about 76% and conversion rate rose about 2.4x.
What can you learn from this case?
- Ad copy that matches search intent lifts both click-through and conversion rate.
- Higher conversion rate lowers CPA without cutting budget.
- Consistency and patience beat shortcuts and guesswork.
Related guides
- How to write killer ad copy
- How to do better keyword research for Google Ads
- How to set up Google Ads tracking
Frequently asked questions
What is a good CTR for search ads?
It varies by industry and keyword intent. Compare against your own history. In this case CTR rose from 7.29% to 12.86% after the ad copy was matched to search intent.
Why did conversion rate rise when I only changed the ads?
Ads that match search intent send visitors who already want what you offer, so a larger share of clicks converts.
How long did these results take?
The improvements appeared within one month of the optimization work.
About the author: Mizanur Rahman is a digital marketer based in Dhaka, Bangladesh, who runs Facebook, Google and TikTok ad campaigns and conversion tracking for e-commerce, SaaS and service businesses. See all projects or get in touch about your own campaigns.
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© 2026 Mizanur Rahman. All rights reserved.