How The Lease Extension Company's Google Ads account was rebuilt after moving to Munns Marketing in March 2025, in a category where most searchers are researching rather than buying.
The Challenge
The Lease Extension Company moved their Google Ads to Munns Marketing in March 2025, after two years with another agency. The channel was already their main source of new business, running at £16.61 a lead and converting 13.19% of clicks.
Leasehold is a research-heavy category. Most people searching are trying to understand the law, not instruct a firm. Competitor names, free advisory services and general legal questions all sit directly alongside genuine buying intent, and at the point of bidding they look almost identical.
Non-brand impression share sits at 12.67%, so there is far more qualified volume available than the budget can take. In that position, every pound spent on somebody researching is a pound not spent reaching somebody ready to instruct.
The Approach
Separate the traffic that behaves differently, protect the brand name from competitors, and optimise the account week after week.
The Results
| Metric | Before | With Munns | Change |
|---|---|---|---|
| Cost per lead | £16.61 | £10.60 | −36% |
| Leads per month | 272 | 594 | +118% |
| Conversion rate | 13.19% | 17.78% | +4.6pp |
| Average cost per click | £2.19 | £1.88 | −14% |
Their customer service beats any previous agency I have worked with and they genuinely care about our success. They consistently drive us high quality leads for a low cost. I highly recommend them!
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