Ben Hyman Music
CLIENT
Ben Hyman Music (BHM)
INDUSTRY
Music Education
MARKET
Education (USA)
GOAL
Scale lead and conversion volume while drastically reducing the cost of acquisition on Google Ads and Meta Ads
RESULT
-95% in Meta CPL, -96% in Google CPC, and monthly conversions multiplied by 9 in 32 months
The Challenge
When R40 took control of the BHM account in August 2023, the situation was critical: spend existed, but volume and efficiency were minimal. Meta Ads generated between 1 and 6 leads per month at very high costs, and Google Ads delivered barely 6–8 monthly conversions at a high CPA.
Meta Ads generated only 1–6 leads per month at a CPL of $758–$839
Google Ads delivered 6–8 monthly conversions with a CPA of $112–$150
Google CPC around $13.91, draining the budget
Disorganized campaign architecture and wasted spend
Website with a low Quality Score that made every click more expensive
The Solution
R40's strategy was executed in three simultaneous acts: structural cleanup and elimination of wasted spend, scaling of winning visual assets on Meta, and optimization of the keyword mix on Google. In January 2025, the website redesign acted as the definitive catalyst.
Act 1 — Cleanup and structuring
With a CPC of $14 and a CPL of $839, R40 stopped the bleeding, cleaned up the campaign architecture, negated irrelevant terms, and fed the pixel with quality conversion data.
Act 2 — Winning creatives and pixel maturity
We identified and scaled the best-performing visual assets on Meta, raising the CTR from 0.7% to 6.6% in the best months. In February 2024, Meta exploded with 31 leads at $78 and the algorithm began to learn.
Act 3 — Optimization on Google Ads
We reordered the keyword mix to capture real purchase intent at a lower cost, complementing it with campaigns structured by audience and better bidding strategies.
The turning point — Web redesign (Jan 2025)
The site redesign raised the campaigns' Quality Score: better landing → higher Quality Score → CPC falling to historic lows of $0.62. Efficiency became structural.
Results
-95%
Meta CPL Reduction
-96%
Google CPC Reduction
+850%
More Google conversions
$10
Best historical CPL
Google CPC: $13.91 → $0.62 (-96%)
Cost per click dropped 96%, driven by the web redesign and a better Quality Score.
Google Conversions: 6 → 57/mo (+850%)
On the same budget (~$2,500/mo), conversions multiplied by more than 9×.
Google Conversions: 6 → 57/mo over 32 Months
The January 2025 web redesign was the turning point: conversions accelerated to 57/mo on the same budget.
Google CPC Reduction: $13.91 → $0.62 (-96%)
After the web redesign (green line), CPC plummeted to an all-time low of $0.62.
In 32 months of management, R40 transformed the BHM account into a predictable and scalable operation. Google's CPC fell from $13.91 to $0.62 (-96%), Meta's CPL dropped from $839 to an average of $44 (-95%, with an all-time low of $10.49 in May 2025), and Google's monthly conversions went from 6 to 57 with the same budget. The January 2025 web redesign was the turning point that structurally consolidated the efficiency.
Google Ads — Scale and efficiency
On the same budget (~$2,500/mo), conversions went from 13 to 57/mo after the January 2025 web redesign
Web Redesign — The turning point
The January 2025 redesign raised the Quality Score and cut CPC from $3.57 to $0.62 in 13 months
Meta Ads — From chaos to a $10 CPL
May 2025 generated 24 leads with just $252 in spend: a $10.49 CPL, the best in the account
Services Used
“R40 completely transformed our marketing operation. We went from aimless campaigns to a predictable lead machine: today our cost per acquisition is a fraction of what it used to be and conversions have multiplied. The web redesign was the breakthrough that changed everything.”
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