Bitcoin Hardware Wallet | Search | USA | Bid Optimized
Adding a landing page created a 2.1x lift in conversion efficiency
Same campaign, same keywords, same bid strategy. The only change: inserting a persona landing page between the ad click and the product page.
Feb 1 – Feb 16, 2026
Before Landing Page
16 days · Ad → Product Page
→
Feb 18 – Mar 3, 2026
After Landing Page
14 days · Ad → Landing Page → Product Page
Efficiency lift
2.14x
Conversion Rate
2.46% → 5.26%
-53%
Cost per Conversion
$145.89 → $68.40
1.77x
ROAS
1.68 → 2.97
+26%
Click-Through Rate
10.96% → 13.78%
Funnel architecture
Before
Google Search Ad
"bitcoin hardware wallet"
→
Product Page
store.blockstream.com
→
2.46% convert
$145.89 per purchase
After
Google Search Ad
"bitcoin hardware wallet"
→
Landing Page
pre-qualifies intent
→
Product Page
store.blockstream.com
→
5.26% convert
$68.40 per purchase
Before vs after
Efficiency metrics (higher = better)
Cost metrics (lower = better)
Daily volume dropped, but every click worked harder
Full comparison
Metric Before After Change
Period Feb 1-16 16 days Feb 18 - Mar 3 14 days
Impressions 6,178 827 -87%
Clicks 677 114 -83%
CTR 10.96% 13.78% +26%
Cost (CAD) $2,431.44 $410.41 -83%
Avg CPC (CAD) $3.59 $3.60 ~0%
Conversions 16.67 6.00 -64%
Conversion Rate 2.46% 5.26% +114% (2.14x)
Cost / Conv (CAD) $145.89 $68.40 -53% (2.13x)
ROAS 1.68 2.97 +77% (1.77x)
Conv Value (CAD) $4,073.39 $1,219.88 -70%
Daily Spend (CAD) $152.0/day $29.3/day -81%
Daily Conversions 1.04/day 0.43/day -59%
Key takeaways
What the data shows
  • 2.14x conversion rate lift — the landing page pre-qualifies visitors before they reach the product page. Those who click through are far more purchase-ready.
  • 53% lower cost per conversion — even though the funnel is longer, each dollar of ad spend goes further because fewer unqualified clicks reach the checkout flow.
  • 1.77x better ROAS — return on ad spend nearly doubled. At the "before" ROAS of 1.68 we were barely profitable; at 2.97 there is real margin.
  • Volume dropped significantly — impressions and clicks fell ~83%. This could be budget changes, seasonal effects, or the landing page filtering. The efficiency gains need to be validated at higher spend.
  • CPC stayed flat ($3.59 → $3.60) — the landing page didn't change what we pay per click, only what happens after the click. This confirms the lift is from the landing page, not from cheaper traffic.