Case Note · Diving center in Kaş, Türkiye
Diving center: cost per lead dropped from ₺304 to ₺131 in 4 weeks
Fake conversion tracking was rebuilt from scratch, budget leaking to wrong cities was cut, and the campaign structure was redesigned. The result: cost per lead cut by more than half, and 3x more daily leads.
The numbers are real account data; the business name is withheld for client confidentiality.
Situation
When I took over the account, reports showed a "conversion rate" of 67%. In reality, what was being counted as conversions were page views; phone calls and WhatsApp messages were not measured at all.
The real cost per lead was around ₺304, and roughly half the budget was going to clicks from cities the business could not serve.
Diagnosis
The measurement chain was wrong end to end: double counting, wrong tags, phantom conversions. There was not a single reliable number to base decisions on.
Geographic targeting was producing roughly ₺4,400 of wrong-city spend per month. The campaign structure made no distinction between search intents.
What was done
- Measurement rebuilt from scratch: only real phone calls and WhatsApp messages count as conversions.
- 41 geographic negatives added; wrong-city spend cut off.
- Campaign structure rebuilt around search intent.
- Budget increases tied to a data-gated ladder: no proof, no budget increase.
- Managed the website relaunch; the conversion jump on switch day was verified by measurement.
Results
Cost per lead
₺304 ₺131
57% drop in 4 weeks
Leads per day
1.9 6.4
over the same period
Site conversion rate
2.1% 18.9%
peak on new-site switch day
Waste cut
~₺4,400/mo
wrong-city spend
Lesson
Measurement first, optimization second. Every optimization made on top of broken measurement only scales the mistake.
Facing a similar picture?
I review your account and show you where the budget leaks. The first audit is free.