From £255 to £16 CPL: Transforming Lead Generation for Luxury Architectural Finishes

In the world of Luxury Architectural Finishes, lead generation is often the difference between a thriving order book and a quiet showroom. For one of our clients in this specialist sector, the challenge wasn't a lack of ambition—it was a digital marketing strategy that had become prohibitively expensive.

When Visible Ads took over the account in late April 2025, the client was facing a staggering Cost Per Lead (CPL) of £255. For many businesses, these figures are simply unsustainable.

Here is how we turned the tide, slashed costs, and scaled volume simultaneously.

The Turning Point: Immediate Impact

Our first priority was to stabilise the ship. By refining targeting and overhauling the existing campaign structure to better suit high-end architectural products, the results were almost instantaneous. Within our first full month of management, we reduced the CPL from that £255 peak down to £35.22.

However, we didn't stop there. Through continuous optimisation and rigorous data analysis, we have kept the CPL consistently around the £20 mark. In fact, January 2026 has proven to be our strongest month on record, with the CPL dropping further to just £16.38.

Year-on-Year Growth: The Statistics

To truly understand the scale of this transformation, we compared the period of September to January against the same timeframe from the previous year. The shift in efficiency is significant:

Metric	Sept 2024 – Jan 2025	Sept 2025 – Jan 2026	Change
Total Leads	122	428	+251%
Cost Per Lead (CPL)	£71.40	£20.43	-71%

The 428 leads generated in the recent period consist of a healthy mix of high-intent actions, including 295 sample requests, 44 direct calls, and 89 tracked email clicks.

Unlocking Growth: How Visible Ads Can Help You Scale

While these results represent a massive win, they also highlight the potential for predictable, sustainable growth when a campaign is managed with precision. At Visible Ads, we specialise in identifying these efficiencies and turning them into growth engines.

Here is how we help businesses in the architectural and luxury sectors scale:

• Precision Targeting: We don’t just chase clicks; we chase high-intent customers. By focusing on the specific intent behind a search, we ensure your budget is spent on users looking for premium quality and specialist finishes, not just general enquiries.

• Continuous Optimisation: As shown in this case study, we aren’t satisfied with "good enough". We constantly iterate on campaign performance to drive CPL down, allowing you to get more value out of every pound spent.

• Scaling with Certainty: Because we track everything from sample requests to direct calls, we provide clear, data-backed projections. We help you understand exactly how much room there is to grow, removing the guesswork from your marketing spend.

• Specialist Sector Knowledge: We understand the nuances of luxury finishes. We know that a "lead" in this industry often starts with a technical enquiry or a sample request, and we build our conversion funnels to support that high-end customer journey.

If your current Google Ads performance feels like an uphill battle, or if you suspect your campaigns could be working much harder for you, it’s time for a different approach. Contact us to claim your free Ads and Conversion Audit.