CASE STUDY · GOOGLE ADS
Jax Party Company: tracking rebuilt first, then 2,111 tracked leads at $18 per lead over 5 months
Jax Party Company is an event and party rental company, and its Google Ads account had been reporting numbers nobody could act on. HighLead rebuilt the conversion tracking before rebuilding the campaigns, and across March to July 2026 the account recorded 2,111 tracked leads at approximately $18 each, where prior reporting across the previous 13 months had captured only 64 tracked leads at approximately $755 each.
2,111 tracked leads
March to July 2026 with HighLead, over 5 months
$18 per tracked lead
Prior reporting had shown approximately $755 per tracked lead
285 to 509
Tracked leads per month across the HighLead period
The situation
An event and party rental company runs on inquiries, and the account that produces them is either counting them or it is not.
Google Ads was already running before HighLead. Across the 13 months before the engagement the account spent $48,219, and the reporting attached to that spend showed 64 tracked leads at approximately $755 each. Read at face value, that is an account with no case for existing.
The figure was not what it appeared to be. Conversion tracking was not recording lead actions reliably, so 64 is what the prior reporting captured, not a count of how many people made contact. The true number of inquiries in that period is not known, and this page does not estimate it. What is knowable is that every keyword, bid and spend decision across those 13 months was made against a signal that could not be trusted.
So the first job was not a campaign job. Before anything could be scaled, the account had to be able to count.
What we did
This engagement is Google Ads. No CRM, AI system, SMS tool, review platform or booking system was part of the work reported here.
Conversion tracking rebuilt first
Forms, calls and chats re-implemented and verified as conversion actions, with automated junk actions excluded, before any campaign change or increase in spend.
Campaign strategy
The account planned against how event and party rental inquiries actually arrive, not against the structure it inherited.
Account and campaign structure
Campaigns and ad groups rebuilt around what somebody planning an event types when ready to ask for a quote, tight enough that the ad matches the search.
Keyword and search-term work
Search terms reviewed continuously, with negative keyword lists built and extended every week, so spend moves off searches that never convert.
Ad copy
Ads written against the specific search rather than 1 message stretched across the account.
Landing-page alignment
The page a click lands on treated as part of the campaign, so the offer in the ad is the offer on the page.
Bid and budget management
Bids and daily spend managed against what each campaign returned once the measurement could be trusted.
Ongoing optimization and reporting
Weekly work on search terms, bids, spend allocation, ad copy and audiences, reported with cost per tracked lead beside the lead count.
The results
After rebuilding tracking and campaigns, the account recorded 2,111 tracked leads at $18 per lead over 5 months. Prior reporting had shown only 64 tracked leads at $755 per lead across 13 months.
| Google Ads | 13 months before HighLead (as prior reporting captured it) | March to July 2026 (with HighLead) |
|---|---|---|
| Ad spend | $48,219 | $38,132 |
| Tracked leads | 64 | 2,111 |
| Cost per tracked lead | Approximately $755 | Approximately $18 |
What the account recorded
- 2,111 tracked leads at approximately $18 each, March to July 2026
- 285 to 509 tracked leads per month across those 5 months
How to read this comparison. The 2 columns were not measured the same way, and they are not presented as a like-for-like comparison. The earlier period was recorded with conversion tracking that was not working, so its lead count describes the reporting, not the market. The periods are also different lengths, 13 months against 5. The claim here is that the account became measurable, was then rebuilt and scaled, and recorded 2,111 tracked leads at approximately $18 each in the 5 months that followed. It is not a claim that lead volume multiplied by any factor, because the earlier figure is not a number anybody can multiply from.
Why the table skips August 2025 to February 2026. The tracking rebuild and the campaign rebuild ran across that window, so lead counts recorded during it came partly from the old measurement and partly from the new one. Those counts are not comparable with either column, so they are left out rather than blended into a number that would look cleaner than the data supports. The omission is deliberate, it is stated here rather than hidden, and no figure from those 7 months appears anywhere on this page.
How to read these numbers
Where the figures come from
- Spend, tracked lead and cost-per-lead figures come from platform reporting inside the client's own Google Ads account.
- Both periods are stated on the table, including their different lengths, and cost per tracked lead is reported as it appears in the account, approximate in both columns.
What a lead means here
- Leads are tracked lead actions, meaning forms, calls and chats, with automated junk actions excluded.
- A tracked lead action is somebody making contact. It is an inquiry, not a transaction.
What is not being claimed
- Not that the earlier 13 months produced only 64 inquiries. That is what prior reporting captured under broken tracking.
- Not a like-for-like comparison, not a multiplier, and not a claim about the same or a similar monthly spend. The measurement changed between the columns and the periods differ in length.
- Not customers, not signed rental agreements, not events delivered, not revenue. The 2,111 figure counts inquiries the account recorded.
- Not a projection. This is 1 company's account over 2 stated periods, in its own market.
- Not a guarantee of any outcome.
- Not an endorsement, certification or Partner status from Google.
- No claim about anything that happened after the inquiry arrived. This engagement is Google Ads, so no CRM, response-time, follow-up, chat or booking system is credited here.
What this looks like for your business
The right starting point depends on the constraint, not on the trade.
If the constraint is opportunities, meaning not enough people are asking for a quote, or the account cannot tell you how many are, that is HighLead Growth. Tracking gets rebuilt before spend goes up, every time.
If the inquiries already arrive and get lost, meaning calls go unanswered and quotes never get a second touch, more ad spend makes that worse. That is HighLead System, and this case study is not the proof for it.
Explore HighLead SystemIf the problem spans both, plus analytics, integrations, AI and the operational work connecting them, that is HighLead Supercharge. It is the escalation, not the default, and not where this account started.
Explore HighLead SuperchargeSelling events, rentals or anything where the inquiry starts the job? The category pages cover how different businesses lose the work and which path tends to fit.
See who HighLead works withMore results
Every case study we publish carries its comparison period, metric definition and qualifications beside the figure.
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