60% Qualified Leads with PPC for Great American Packaging

The Solution

GoldenComm started with what we do best: targeted paid search campaigns. Every new paid search client begins with Google — the industry’s biggest driver of intent-based leads. For Great American Packaging, GoldenComm launched core campaigns focused on their key products (poly bags) and target location (Los Angeles and surrounding areas). We let these campaigns run to gather data while carefully monitoring early results.

Once Google campaigns gained traction, we expanded to Microsoft Ads. This brought in an incremental lift, capturing an audience that often skews toward business buyers — perfect for their B2B focus.

From the start, GoldenComm worked backward from Great American Packaging’s business metrics to help define a target cost per qualified lead and a target volume of leads per month. In collaboration, we calculated our metrics for success based on:

• Average order value
• Average close rates for the sales team
• Desired ad spend

We generally say the first 90 days is a learning phase. As Megan explains on the podcast:

“It takes about three months for the algorithms to learn and for us to optimize keywords, ad copy, and targeting. With Great American Packaging, that’s exactly what we saw. Month four is when the leads really started to roll in.”

As you can see in the accompanying chart, Cost Per Lead (CPL) started high but significantly dropped by the third month. Since July 2024, this cost has stayed close to—or below—our goal for a full year, and we are seeing a 20% quarter-over-quarter reduction in CPL for that same time period.

Lead volume wasn’t enough to consider this a success story—quality matters even more. We worked closely to define their Marketing Qualified Leads (MQLs) based on their customer data and target personas. Qualified leads meant they were ordering at scale, were not “junk” form fills or spam, and could realistically be closed by the sales team.

After 90 days, we’re seeing an average of 57% qualified leads coming in from PPC campaigns. Looking just at 2025 (January through July), that number is even higher with an average of 67% qualified. See the accompanying bar graph for a visual reference, which shows percent of qualified leads month-over-month since campaigns launched in April 2024.

With consistent performance, Great American Packaging expanded sales efforts into new territories. Paid campaigns were adjusted to funnel leads to a newly hired salesperson in a targeted region — fueling business growth and tapping into untapped potential in the packaging space.