Running a dumpster rental company is tough, especially when advertising costs are out of control. But what if you could consistently get qualified leads for under $20 a day? We recently ran a Google Ads campaign for a dumpster rental company in Canada and did exactly that, driving a 25% Conversion rate and a cost per lead of $20.

This post will show you exactly how the campaign structure, bidding strategy, keyword targeting and landing page setup made this possible. If you run a dumpster rental or service-based business, you can use these tactics to reduce your own cost per lead and increase your ad ROI.

Table of Contents

From $27 Leads to $20 Leads: The Power of Smart Bidding

When this campaign launched in late June, the cost per lead started at around $27 with a 17% conversion rate. We optimized the account and moved from a Max Clicks strategy to Target CPA bidding by the end of July.

This was the shift.

“What happens when you switch to a Target CPA bidding strategy is that your conversion rate increases and your cost per lead decreases. But you switch only after you get 15-20 conversions in a 30-day window. "

 After that adjustment, the campaign dropped to $20 per lead at a 25% conversion rate.

Key takeaway: If you're not already using Target CPA, build up conversions first and then switch. The algorithm needs data to work.

Key takeaway: If you’re not already using Target CPA, build up enough conversions first, then make the switch. The algorithm needs data to perform.

Structuring Ad Groups for Relevance

Ad group structure was one of the biggest reasons this campaign converted so well. Instead of dumping all keywords into one group, we grouped them by theme and created related landing pages.

Examples of ad group structure:

Bin Rental for keywords such as bin Rental (more common in Canada).

Dumpster Rental targeting U.S. style queries like "dumpster rental"

Size specific keywords like "12 yard dumpster rental"

Location specific keywords Calgary, Airdrie, Chestermere, etc.

Each ad group landed on a hyper relevant landing page. Someone searching for "12 yard dumpster rental" did not get a generic page, they got a page with exactly that size of dumpster.

“Relevance across the customer journey is key from ad copy to landing page to lead form. So if someone searches bin rental, you want to show them bin rental every step of the way. " 

Action tip:  Never direct all searchers to a single landing page. Match ad copy and landing pages to search intent.

Call Extensions vs Lead Forms

One interesting takeaway from this campaign was how leads came in. While call extensions drove activity, more than half the conversions came from people filling in the landing page form instead of calling directly.

This tells us that for dumpster rental, customers are more likely to fill out a form than call right away. Both are necessary, but you shouldn't depend on calls alone.

Campaign Settings That Make a Difference

More practical settings we used to reduce wasted spend are listed below:

• Search only No Google Search Partners, they drive less quality clicks.
• Ads ran only during business hours scheduling Ads ran during operating hours.
• Location targeting Dynamic keyword insertion replaced city names on landing pages for relevant ad groups to avoid irrelevant matches.

We also tracked conversions (ads & landing page calls as well as lead form submissions). This allowed us to see exactly what counted as a lead.

The Results

Cost per lead dropped from $27 to $20 per lead.

Conversion rate jumped from 17% to 25%.

52 total leads in just over a month relevant ad groups with landing pages.

For a dumpster rental business in a competitive market like Calgary, these results show that Google Ads can deliver real ROI if managed correctly.

Final Thoughts

To lower your cost per lead with Google Ads, follow these steps:

• Create tightly targeted ad groups with matching landing pages.
• Use Target CPA bidding but after 15-20 conversions only.
• Aggressively test keywords and double down on the winners.
• Track all conversions (calls and form fills) to get the full picture.
• Run ads only during business hours to get more leads.

This campaign shows that a dumpster rental company can consistently generate leads for under $20 with the right structure.

To learn how to improve your Google Ads performance Book a Free Strategy Contact with Max Conversion.