Custom Mascots Lead Growth With Google Ads
1100% Lead Growth and 69% Lower CPL in 6 Months
Sun Mascots designs and produces custom mascot costumes for sports teams, large corporations, event agencies, promotional companies, and private customers.
The company’s founder developed a unique 3D modeling and 3D printing technology to manufacture mascot suits tailored precisely to clients’ requirements.
Before our collaboration, the client managed Google Ads independently under Google’s basic supervision. However, results were disappointing — only 5 leads per month at a CPL of $94. Campaigns were unstructured, optimization scores were low, and targeting missed key commercial intent.
Our objectives included
Campaign Audit Insights
Before launching new campaigns, we performed a full diagnostic audit of the existing Google Ads account to detect what was blocking performance and scalability. Key findings:
Underoptimized Account
- Overall optimization score was stuck at 52.9% vs. the recommended 70%+, limiting impressions and conversions.
- Google system deprioritized delivery due to poor structure and automation conflicts.
Fragmented & Duplicate Structure
- Campaigns overlapped heavily, competing with each other for the same keywords.
- Budget was spread thin with no clear segmentation by audience or intent — hurting efficiency and rankings.
Missing Commercial Intent Keywords
- The keyword list included mostly generic mascot-related queries.
- No high-intent terms like buy mascot costume, custom mascot price, order mascot suit, etc. — which meant little traffic from ready-to-buy customers.
Ineffective Negative Keywords
- Negative list incorrectly included keywords that should have driven sales.
- Budget was wasted on irrelevant clicks while qualified traffic was restricted.
Weak Ad Relevance
- Headlines lacked main keywords, CTAs, and pinned value propositions.
- No sitelinks or callouts → lower CTR and worse Ad Rank vs. competitors.
No Conversion Tracking Insights
- No UTM parameters → impossible to identify top-performing campaigns/keywords.
- Conversion setup errors led to duplicate leads and misreported performance.
Geographic & Network Inefficiencies
- U.S. Search was running without Display network support for remarketing.
- In Europe, Display was running without Search → misaligned targeting & lost opportunities.
Solution
Advertisements
Before
After
The results speak for themselves
| Metric | Before | After (6th month) | Growth |
|---|---|---|---|
| Leads per month | 5 | 60 | +1100% |
| Cost per lead | $94 | $29 | –69% |
| Optimization score | 52.9% | 85% | +60% |
| Conversion rate | 1.7% | 8.9% | +423% |
Sun Mascots transformed its online acquisition system from unstable and costly to predictable and scalable.
The company now receives steady monthly inquiries from the U.S. and Europe, optimized ad spend, and full control over campaign performance data.
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