A Firehose of Leads in Only 3 Months

THE CHALLENGE

CanAm is a proven EB-5 investor visa leader with 14,500+ green cards issued, 45 completed projects, and $1.75B repaid to investors.

The mandate was deceptively simple: find qualified international prospects at scale. We upped the ante: do this while decreasing the cost per per lead each month.

October 2021 became our benchmark. Early demand clustered around “green card investment” in the Netherlands, Luxembourg, and Germany.

The initial baseline in October showed us the potential: 83 leads at just under $36 per lead.

Good, but not yet great.

So the question became obvious: how do we unlock more volume without letting efficiency slip?

THE SOLUTION

Our first move was to protect intent.

Here is how we approached it.

Nearly 30% of leads came from “Study in America” campaigns, which are much further from a buying decision.

I recommended we pause the “Study” campaigns to focus every dollar on high-intent prospects.

Search came first.

We structured campaigns around how serious investors actually look for EB-5 solutions: EB-5 Visa, EB-5 Investment, Green Card Investment, EB-5 Program, EB-5 Regional Center, and Green Card.

Every responsive ad led with CanAm’s proof because strong proof lowers doubt before a click ever happens.

But reach alone is not the goal. Display scaled quickly in October, and the form data told us where quality dipped.

So we made a call:

✦ On November 8th we cut all app placements that were not Business, Finance, or News.

✦ On November 16th we removed YouTube completely to protect lead quality.

Yes, impressions and clicks would fall. We knew that. In fact, impressions dropped 28% and clicks fell 15%.

This was acceptable because the right people kept moving through the funnel, and our results confirmed the strategy.

As a result, in November, leads exploded by 119%.

The click-to-lead conversion rate skyrocketed 157%, and our cost per lead was cut in half, dropping 50.03% month-over-month.

Next came friction.

The landing form asked for a phone number. That request was too early for many prospects.

We replaced it with a country selector so intent stayed clear and completion felt safer. This change, combined with the placement cleanup, drove that massive lift in conversions.

Then December and a shift to precision.

We audited queries, raised bids on valuable keywords that were missing first-page thresholds, and trimmed bids on terms that sat further from buying intent. Budget gravitated to what converted, not what merely attracted attention.

That final month of keyword-level optimization locked in the gains. We saw another 19.78% increase in leads, and the cost per lead fell by an additional 17%.

Each week we cleaned queries, tuned bids, guarded placements, and refreshed creative with CanAm’s proof. Small gains stacked into big changes, which you can see below.

THE RESULTS

Total performance, Sep 2021 – Dec 2022

• Spend: $9,568.23
• Leads: 492
• Average CPL: $19.45
• Impressions: 6,923,018
• Clicks: 85,175
• CTR: 1.23%
• CPC: $0.11
• Conversion rate: 0.58% (only seemingly low due to use of Display campaigns to drive conversions)

Month-over-month performance shift

• October to November: leads +119%, CPL −50%, conversion rate +157%
• November to December: leads +20%, CPL −17%, conversion rate +15%
• Net, October to December: leads from 83 to 218 (+162%) and CPL from $34.94 to $14.48 (−58.6%)

Month	Spend	Leads	CPL	Conversion Rate
October (baseline)	$2,899.62	83	$34.94	0.28%
November	$3,178.08	182	$17.46	0.72%
December	$3,157.47	218	$14.48	0.83%

Why it worked

• Intent first, reach second.
• Hard cuts to weak placements when quality slipped.
• A lower-friction form that matched where prospects were in their decision.
• Ongoing keyword and bid control to keep budget on the winners.

Bottom line: cut what wastes budget, keep what converts, and make the path to submit effortless.

Want results like these? Tap either button below and let’s make your launch impossible to ignore.

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