Insurance · Canada

Cost per lead from CA$79 to CA$40 on Google Ads

Google AdsConversion setupLead quality

CA$79 → 40

cost per lead, June to October 2026

2,575

leads on two accounts

~CA$34

average cost per lead

The problem

Two Canadian insurance accounts on Google Ads were paying too much per lead, and the conversion definition did not match what sales considered a lead.
Spend was going to campaign types that were not converting.

What I did

Set a new conversion definition: calls of 60 seconds or more plus form fills, with primary and secondary goals set on purpose.
Connected the CRM directly to Google Ads.
Cut waste, including stopping Performance Max, Demand Gen and generic Search where they were not converting.
Compared Google with Meta on real leads. On one account Meta produced about 88% of leads on about 36% of lead-gen spend.

The result

Cost per lead for the specialty insurer went from CA$79 to CA$40, June to October 2026.
2,575 leads across the two insurance accounts at about CA$34 each.

What I would improve

Feed qualified-lead outcomes from the CRM back to bidding sooner, so Google optimises for lead quality and not only for volume.
Set the call and form lead definition at launch instead of after the account was already spending.

Figures are platform or CRM reported for the periods shown, from a 2026 account I worked on as part of a performance agency team. The client name is private.

Contact

Let us look at your account.

Tell me where you advertise and what is not working. I reply within one working day with next steps. The first 15-minute account check is free. Full audits are quoted after.

Book a 20-minute call WhatsApp me