Every performance marketer knows this — no campaign starts perfect.
You launch, you test, you analyze, and you keep improving until it starts performing the way you envisioned.
That’s exactly the journey we went through for one of our education clients over the past few months.
The Challenge
When we took over the account, the campaign was struggling with low conversions and high CPC (₹36).
The leads were inconsistent, the quality wasn’t great, and the landing page wasn’t optimized for conversion flow.
Our goal was clear —
- Bring down the cost per click,
- Improve the conversion rate,
- And make the ad spend work smarter, not harder.
Phase 1: Continuous Testing
Instead of making random changes, we started with structured A/B testing.
We tested different ad copies, keywords, and bid strategies to identify where the real potential lay.
Within a few weeks, things started shifting:
CPC dropped drastically from ₹36 → ₹5.56
CTR improved to 6%
Conversion rate stabilized around 14.6%
43,635 impressions
384 conversions
Total cost: ₹14,547.92
Cost per conversion: ₹37.89
The focus here wasn’t just to generate leads — it was to bring in qualified leads.
Phase 2: Launching Ad 2 — Quality Over Quantity
Once the first ad stabilized, we launched a second, more targeted campaign —
Ad 2, optimized specifically for conversion value and lead quality.
Here’s what the data says:
Impressions: 11,168
Clicks: 673
CTR: 6.03%
Conversions: 113
Conversion Value: ₹982.31
Cost: ₹6,062.16
CPC: ₹9.01
Cost per Conversion: ₹53.65
Conversion Rate: 16.79%
Even though the CPC was slightly higher here, the conversion quality was far better — which means higher ROI in the long term.
This is where true performance marketing balance comes in:
You don’t just optimize for cost — you optimize for value.
Microsoft Clarity Insights
With traffic coming in steadily, it was time to analyze user behavior through Microsoft Clarity.
Data from the last 30 days gave us deep insights into what’s really happening on the landing page:
Total sessions: 3,540
Unique users: 2,663
Pages per session: 1.96
Average active time: 1.5 minutes
Scroll depth: 40.79%
Dead clicks: 24.94% (users clicking on non-clickable areas)
Quick backs: 14.18% (users leaving too soon)
Rage clicks: 2.2%
Performance score: 73/100
Top pages visited:
/campaign/automation-tester/ (1,486 views)
/software-testing-courses-kerala/ (702 views)
/check-eligibility/ (271 views)
These insights tell a clear story —
The landing page is engaging,
But a significant portion of users aren’t scrolling enough to reach the form section,
And many are clicking on elements that don’t lead anywhere (dead clicks).
This means the next logical step is landing page optimization.
The Next Step
Our upcoming strategy focuses on:
Optimizing the landing page:
Removing unnecessary outbound links
Adding more strategically placed lead forms
Ensuring the user doesn’t get distracted or redirected mid-funnel
Fixing technical issues:
Using Clarity session replays, we noticed a few users hitting a 404 page after form submission — that needs to be fixed immediately.
Remarketing:
We’re now running remarketing campaigns for users who visited the page but didn’t convert.
The idea is simple: bring them back with intent-based messaging.
The Takeaway
Performance marketing isn’t about running ads.
It’s about understanding why things work — and why they don’t.
From ₹36 CPC to ₹5, from random clicks to qualified leads, this journey is proof that:
“Optimization is not a one-time process. It’s a continuous mindset.”
With the right mix of data, testing, and creative thinking, any campaign can be turned around — it just needs consistency.
And as of now, the next focus is crystal clear —
📍Fine-tune the landing page using real user behavior data,
📍Fix the form journey issues,
📍And make remarketing the conversion bridge for lost leads.
By Sathya Narayanan
Digital Marketing Strategist | Performance Marketer
Helping brands grow through strategy, storytelling, and performance-based marketing.