Case Study: Asterisk (Google Ads)

Date range: Oct 1–31, 2025

● 94 leads (form / web leads) from Google Ads.
● 84 phone calls from the same campaigns
● 1.07K clicks.
● Cost: ₹71,400
● We have 30–35% lead → buyer and 20–30% call → buyer (client data).
● Each buyer buys 4–5 printers minimum → ₹15,000–₹20,000 revenue per buyer (conservative).
● Some buyers order 50–100 printers, but we use the conservative 4–5 units for calculations.

Asterisk rents/sells printers to corporates and businesses. Orders range from small repeat buys (4–5 printers) to large bulk buys (50–100+). Client wants scalable ad acquisition that brings real buyers, not just clicks.

● Drive high-quality leads that turn into purchases.
● Keep cost per buyer low while scaling.
● Convert both web leads and phone calls into buyers.
● Client sees large bulk orders sometimes; we needed to be conservative in forecasts.

1. Focus on bottom-funnel keywords and ad copy that invite contact and purchase.
2. Use dedicated landing pages with clear CTA: “Request Quote” + “Call Now.”
3. Track calls and forms separately. Tag each lead source.
4. Prioritize quick follow-up for phone calls (call within minutes).
5. Aim for conversions rather than vanity metrics. Measure revenue per buyer.

● Ran targeted search campaigns.
● Built 1 landing funnel for quote requests + 1 page for quick calls.
● Implemented call tracking and lead tagging.
● Optimised bids for buyers (not just clicks).
● Daily monitoring and rapid creative/bid tweaks.

Raw numbers

● Leads: 94
● Calls: 84
● Clicks: 1,070
● Cost: ₹71,400

Conversions (client provided data)

● Lead → buyer = 30–35% → 28–33 buyers (from leads)
● Call → buyer = 20–30% → 17–25 buyers (from calls).
● Total buyers (conservative): 45–58 buyers.

Revenue (conservative buyer value: ₹15k–20k)

● Low estimate: 45 buyers × ₹15,000 = ₹675,000.
● High estimate: 58 buyers × ₹20,000 = ₹1,160,000.

Unit economics

● Cost per lead (CPL): ₹71,400 / 94 ≈ ₹760 per lead.
● Cost per buyer (CPA): ₹71,400 ÷ 45 ≈ ₹1,587 (conservative) to ₹71,400 ÷ 58 ≈ ₹1,231 (best case).
● CPC (approx): ₹71,400 ÷ 1,070 ≈ ₹67 per click.
● ROAS (revenue ÷ ad cost):

  ○ Low: ₹675,000 ÷ ₹71,400 ≈ 9.45× ROAS.
  ○ High: ₹1,160,000 ÷ ₹71,400 ≈ 16.25× ROAS.

● Cost per buyer (CPA): ₹71,400 ÷ 45 ≈ ₹1,587 (conservative) to ₹71,400 ÷ 58 ≈ ₹1,231 (best case).
● Cost per buyer (CPA): ₹71,400 ÷ 45 ≈ ₹1,587 (conservative) to ₹71,400 ÷ 58 ≈ ₹1,231 (best case).

The revenue and Return on Ad Spend (ROAS) figures presented are based on a deliberately conservative buyer value, assuming a purchase of only 4–5 printers (₹15,000–₹20,000).

It is important to note that many actual clients purchase significantly larger quantities, often ranging from 50 to 300 printers. Such large orders would substantially increase both the reported revenue and ROAS.

Furthermore, these calculations represent only a single month's performance. Given that customers typically rent printers and sign long-term contracts in this industry (usually 24–36 months), the revenue generated by these paid customers is expected to recur on a monthly basis.