Case Studies

JumpFly Paid Search Management Worked With Burgex Leadership Team to Improve Lead Quality

THE CHALLENGE

Burgex and JumpFly aimed to see healthier lead quality from Google Ads campaigns, while maintaining historical lead volume and spend efficiency. The conversion action needed to be restructured, meaning historical comparison would be limited. Simply collecting and optimizing based on spend and conversion costs wasn’t going to be enough to improve the qualitative performance of leads post conversion.

THE APPROACH

The team determined that improving lead quality needed to begin and end with a reimagined keyword list — the bedrock of the Search campaigns — and a simplified conversion action. JumpFly and Burgex’s teams worked together to build this new list tailored to the nuances of their industry. The legacy campaigns were phased out in a time frame that allowed the new campaigns to generate new algorithmic learning, while gradually shifting spend from the legacy campaigns, until they were shut off entirely.

THE RESULTS

After implementing a new keyword list and a bottom-of-funnel conversion action, Burgex’s Google Ad campaigns saw a 1260% increase in conversion rate and a 26% decrease in conversion cost.

Between December 2024 and May 2025, over a period of six months, Google Ads has achieved and raised the highest conversion rate in the history of the account, every month, while improving the quality of leads post-click.