Wedding & Event Photography
Properpix – Wedding & event photography company based in New York
The Problem
Properpix had been running Google Ads in house for over 15 years and relied almost entirely on Google Ads to generate bookings. By 2024 and 2025, rising ad costs significantly reduced profitability. Their average cost per lead had climbed to around $100, sometimes reaching as high as $170. Lead quality also declined, with many inquiries turning out to be fake or low intent.
What We Changed
After taking over the account in October 2025, we conducted a full audit of campaign performance, audience behavior, and conversion data. We then optimized campaigns around the best performing days, times, audiences, and geographic areas to maximize ROI. We also improved lead quality by filtering out low quality traffic, targeting higher intent searches, reaching users searching for competitors, and building structured remarketing campaigns across devices.
The Result
From October 2025 to mid May 2026, Properpix achieved an average cost per lead of $61.90, down from around $100 prior to working with us. As of May 2026, CPL is below $50, the lowest level they have seen during this time of year in the past 5 years, while also generating higher quality leads with stronger booking potential.
Ready to see these kind of results for your campaigns?
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