Cryotherapy studio near Seattle, Google Ads click-through rate
Cost per qualified lead is the number to ask about
Impressions, clicks and click-through rate describe how an ad behaves. An impression is one showing of the ad. Click-through rate is the share of those showings that got a click. None of them tell you whether your business got anything out of it. Ask any PPC agency what one qualified lead costs, and whether that number is going down.
Two accounts, and how they're actually built
The first is a cryotherapy studio in Renton, Washington. When they came to us, they were stuck on page two of Google. We run their Google Ads and Meta ads. We manage their Google Business Profile and their Yelp business page. And we rebuilt the website, with hyper-local location pages and a booking page on Amelia.
That mix is on purpose. A local service business can be found four ways at once: a paid search ad, a map pack listing, a Yelp page and the regular search results. Say you run the ads but not the profile and the booking flow. Then you're paying for clicks that land on a page you don't control, and end at a booking step you can't fix.
Organic search, July to September 2026 against the same days in 2025
Organic clicks in Google Search Console went from 180 to 761.
Paid search, Q4 2023 against Q3 2026
In Google Ads, the click-through rate went from 0.13 percent in Q4 2023 to 4.64 percent in Q3 2026.
The second, a Sint Maarten real estate agent, was a different kind of problem. We built a complete new real estate website. The first phase had one commercial job: sell one development. That meant a dedicated landing page, Meta ads pointed at it, and organic growth running underneath.
Why Meta, not search. Selling units in one named development is a narrow targeting problem. You aren't advertising real estate in general. You're looking for a few people with the money and the intent to buy in one building on one island. And almost nobody types the name of a development they've never heard of. Search catches demand that already exists. Paid social has to create it.
The second phase widened it into a full Sint Maarten site. It covers realty, visas, island updates and concierge, with guide pages, hub pages and near-me pages, plus vacation rental listings.
Search catches demand that already exists. Paid social has to create it.
What we fix inside a Google Ads account
Search is where intent is highest and waste is easiest. The mistakes we build against are the familiar ones.
Broad match with no negative keyword list
You pay for every search that shares a word with yours. Google's help page on negative keywords says they let you exclude search terms and focus on the keywords that matter to your customers.
One ad group carrying thirty unrelated terms
So no ad can match any of them well.
Conversion tracking that fires on a page view
Instead of on a form submission. The account then optimizes toward nothing.
Ads pointed at a homepage
Instead of a page about the thing the person searched for.
So the work covers campaign structure, keywords and negative keywords, ad copy, bidding, conversion tracking, and matching the landing page to the ad. Where we run the ads and also run the site they land on, the ad and the page get fixed together. No one team blames the other.
Network settings are an ordinary example of what that review turns up. On the Google Ads account above, search partners, other sites that show Google's ads, cost more per click than Google search itself, for traffic that isn't on Google. That's a checkbox in the campaign settings, not a strategy. Google's help page on the Search Network says search partners are included by default when you create a Search campaign. It's the kind of thing nobody looks at again once a campaign is live.
Paid social across four platforms
Paid social is social media advertising: the ads you pay to show on Facebook, Instagram, TikTok and LinkedIn. Those are four different buying situations, not one channel.
Meta: Facebook and Instagram
This is where our own paid social spend has run. It suits local service businesses and property, and the offer is visual. You can define an audience by location and interest. In the US, property ads run under Meta's housing special ad category, which limits targeting by age, gender and location. Both accounts above use it.
TikTok
Rewards video that feels native to the app over polished ads. It suits a product you can show in a few seconds.
LinkedIn
Clicks usually cost more than on the other three. It earns that when a customer is worth enough over time to absorb it, or when you need to target by job title and company size, which LinkedIn is built around.
We can build and run TikTok and LinkedIn campaigns too, and we'll tell you when a platform is wrong for you. LinkedIn ads for a low-priced service are a way to spend money, not a way to get leads.
Advertising delivers a click. What happens next decides whether it becomes a lead.
Everything after the click
Advertising delivers a click. What happens next decides whether it becomes a lead. We build the pages and tools that catch those clicks.
Rebuilt CTAs and lead capture forms
CTAs, or calls to action, are the buttons and lines that ask a visitor to act. We rebuild them, and the forms behind them, across whole sites.
A booking page on Amelia
So the ad, the page and the calendar are one flow.
A conversion is the action an ad is there to produce, such as a booking or a call. Check which device your conversions come from before you build anything. It settles what the landing page and the booking step have to be built for. A booking flow that works on a laptop and fights you on a phone isn't a booking flow for a local service business.
That's why we don't sell ad management cut off from the site. Say your form is broken, your phone number can't be tapped on mobile, or your landing page takes six seconds to load. Then no amount of bid tuning will fix your cost per lead. Google's page on Ad Rank counts the landing page as part of ad quality. It also says higher quality ads can often lead to a lower cost per click.
Paid and organic answer different problems
Paid and SEO run on different clocks.
Paid
It turns on and brings traffic the same day. Stop paying and it stops the same day.
SEO
It takes months before it produces anything. Then it keeps producing without extra spend. Our SEO services page shows what that climb looks like.
Paid buys time while SEO builds. It brings in leads during the months when organic is still climbing. It also shows you which keywords actually convert, before you spend six months writing content for them. For many clients the right answer is both. Over time, paid should bring in a smaller share of your leads, not a larger one.
What we need from you before we start
Four things, and the last two matter most.
Access to your existing Google Ads and Meta accounts.
Whatever history is sitting in them.
How many leads from each channel actually become customers.
What a customer is worth to you.
Without those last two, we can only aim for cheap leads instead of good ones. That's a different and worse outcome. Never run paid ads before? We start small, on one platform, and check that tracking works before any ad spend goes out.
Questions businesses ask about Google Ads
What is Google Ads management?
Google Ads management is the ongoing work of running an account so the budget buys qualified leads. It covers campaign structure, keywords and negative keywords, ad copy, bidding, conversion tracking and landing pages that match the ad. It also means checking settings like search partners, which can cost more per click than Google search itself.
How much does a Google Ads agency cost?
The cost of a Google Ads agency depends on how much work the accounts need. The number of campaigns and platforms, whether tracking must be rebuilt, and whether landing pages must be built all move it. Our pricing page explains what changes the scope. The free marketing audit shows where your search stands first.
How much does Google Ads cost per lead for a small business?
Google Ads cost per lead depends on what each click costs and how many visitors act. Cost per click varies by market, by search term and by how many competitors bid on it. Google's page on actual cost per click says you often pay less than your maximum bid, because you pay only what it takes to beat the ad ranked just below yours. The landing page matters too, so check which device your conversions come from and build the page for it.
Is Google PPC worth it?
Google PPC is worth it when the account is built to buy qualified leads, not cheap clicks. Pay-per-click ads bring traffic the same day and stop when the spending stops. They pay off most when the landing page works on a phone, tracking counts real leads, and you know what a customer is worth to you.
Talk to us
We are rated 5.0 on Google.
Call (425) 954-3452 or email info@kihanmarketing.com.
Google reviews
What clients say
Nicholas
Google review
Kiran and his team are simply fantastic! I've worked with 16 different third party marketing teams and they are by far the best. They are incredibly smart, responsive and an overall pleasure to work with. Since working with them over the last 2 months my ask of them constantly changes and their ability to quickly adapt and figure out new ways to quickly add value is incredibly impressive. I can't recommend Kiran and his team enough and will continue to work with them for the foreseeable future!
Reika
Google review
Kihan Marketing is a fantastic team to work with, friendly, professional, and highly responsive. They are highly responsive and quick to take action, ensuring projects move forward efficiently. Despite working in a fast-paced environment, they remain professional, organized, and attentive to detail. Their dedication really show in the quality of their work, and they consistently deliver results while maintaining clear communication. Highly recommended!
Real estate agency, Sint Maarten
Google review
Kihan Marketing Organization is friendly, professional, and very responsive. Kiran and his team move quickly, communicate clearly, and deliver high-quality work in both website development and social media marketing. They stay organized, pay attention to detail, and make the whole process smooth and efficient. Highly recommended for anyone looking to grow your online presence!
Watcharaponne
Real estate agency, Thailand
I highly recommend Kihan Marketing. Kiran is an incredibly talented, skilled, and thoughtful web designer. What impressed us most was that he didn't simply build a website, he took the time to truly understand our business, our vision, and the local Koh Samui real estate market. Throughout the process, Kiran provided valuable advice and creative ideas that helped shape the brand and support the growth of our business. His attention to detail and understanding of what makes a business unique resulted in a website that feels truly personal to our brand. He created the beautiful website for [a real estate agency in Thailand]. It represents the elegance, professionalism, and identity of our business beautifully. Thank you, Kiran and Kihan Marketing, for bringing our vision to life. Highly recommended!
Listya
Google review
Working together felt very collaborative and aligned. Communication flowed easily, tasks were well-organized, and we shared the same attention to detail throughout the process. It genuinely felt like working as one team.
Business client
Google review
Kihan Marketing Organization has been great to work with. The team is professional, responsive, and focused on delivering real results. I'm very satisfied with their service and would highly recommend them.
vittoria
Google review
Very fast and professional. I love working with Kihan Marketing. Definitely recommended
Wei
Real estate agent, Sint Maarten
I can't recommend Kihan Marketing highly enough. Kiran and his team truly went above and beyond in helping me with both my social media and my website, and the results speak for themselves.
Shelley
Cryotherapy studio near Seattle
I recently worked with Kihan Marketing to design my new website, and I couldn't be more thrilled with the experience. From start to finish, they were incredibly responsive, communicative, and attentive to every detail.
