PPC Case Study: Weaning a LifeSciCo Off PPC Addiction

The Need

LifeSciLabCo had been relying heavily on Google Ads to drive leads. For years, paid search was their default marketing channel. But the results didn’t match the spend: they were investing $20,000 per month and only seeing a couple of leads per week.

Then, after a major internal restructuring (undisclosed), they lost the majority of their organic traffic overnight. That was the final wake-up call. Their site was no longer a transactional engine. They didn’t sell through e-commerce anymore. Paid search wasn’t working—and it wasn’t going to recover the way it used to.

Something had to change.

The Challenge

LifeSciLabCo was addicted to PPC. It had become the fallback for a team that didn’t know where else to turn. But the data didn’t lie:

• Cost per lead was high.

• Conversion rates were falling.

• Leads weren’t turning into revenue.

• The website was no longer optimized for fast transactions.

• Organic visibility had cratered.

The biggest challenge wasn’t just technical—it was organizational.
Leadership had to be guided toward a new growth model that didn’t rely on ad spend to fill the funnel.

The Approach

As FCMO, our job wasn’t just to “optimize PPC”—it was to replace it with something better.

We started by auditing everything: keywords, ad copy, landing pages, routing, attribution, and spend efficiency. We quickly found that the traffic quality was poor, and even when the clicks were good, there was no real follow-up system to capture or convert them.

Rather than kill it all at once, we introduced a strategic weaning plan:

• Trimmed budgets by 95%

• Rewrote the value props and offers for better-fit traffic

• Shut down non-converting campaigns entirely

In parallel, we rebuilt their content, SEO, and social strategy from the ground up—so that organic and earned channels could begin to take the lead.

We stopped chasing traffic.
We started attracting the right audience—with the right message, through the right channels.

The Solution

The solution wasn’t another ad campaign.
It was a new growth model.

We replaced their dependence on paid traffic with a multi-channel system that brought in higher-quality leads with a lower cost of acquisition:

• Repositioned their brand messaging to focus on customer value and differentiation

• Launched a content strategy rooted in Jobs-to-Be-Done

• Created thought leadership posts and newsletters that built visibility on LinkedIn

• Optimized the site for SEO and rebuilt high-priority pages with better UX and CTAs

• Introduced light, always-on PPC for high-intent keywords only

What remained of the paid search program became a strategic layer—not the foundation.