K1 Sportswear Slashes Google Ads Cost-Per-Lead by Over 70%

Between July and November 2024, K1 Sportswear grappled with a major challenge in its digital advertising efforts: a soaring cost per lead (CPL) of $93.46. This unsustainable figure hindered their ability to scale campaigns, reach new customers, and drive meaningful ROI.

To turn things around, the team at IOI Ventures implemented a revamped strategy between December 2024 and April 2025. The results were dramatic—CPL dropped to just $25.63, representing a 72.5% decrease. Even more notable? This success came without increasing the ad budget.

3 Strategic Shifts That Delivered Results

1. Campaign Consolidation for Smarter Budgeting

Previously, K1 ran separate campaigns for each sport—hockey, baseball, softball, and lacrosse. While this allowed for segmentation, it fragmented the budget and led to inconsistent performance. IOI consolidated these into a single master campaign, with dedicated ad groups and keywords for each sport. This allowed Google to optimize spend more efficiently across sports based on real-time demand and seasonal trends.

2. Unlocking Value with Display Ads

A recent Google update enables unused search ad budget to flow into the Display Network. IOI activated this feature, helping K1 boost impressions and clicks without spending more—extending their reach and maximizing budget usage.

3. Performance Max for High-Impact Retargeting

To re-engage high-intent audiences, IOI launched a Performance Max campaign targeting users who had previously interacted with the K1 brand. Running across YouTube, Gmail, and other platforms, this initiative proved extremely efficient, generating clicks for just $0.44 and leads for around $8.

Ongoing Gains

In the most recent 30-day period, K1’s CPL dropped even further—to just $15 per lead. This continued downward trend underscores the lasting impact of smart campaign optimization and data-driven strategy.

Let’s Make Your Marketing Dollars Work Harder

K1 Sportswear’s results didn’t come from throwing more money at the problem—they came from smart strategy, deep experience, and a team that acts like an extension of their own. That’s how we roll at IOI. If you’re looking to drive real results without wasting budget, let’s talk.