How PayHOA Cut Ad Spend by Over $100K while Improving Lead Quality

About

PayHOA is modern, all-in-one community management software built for self-managed associations and property management companies. From invoicing, payments and accounting to voting, websites, violations and requests, PayHOA simplifies operations so communities can run smoothly and affordably. Trusted by 5,000+ associations, PayHOA helps save time, reduce costs, and strengthen the places people are proud to call home.

‍

Challenge

Midway through the year, PayHOA saw a dip in paid search efficiency. Performance dropped as Google Ads began optimizing for multiple conversion types, resulting in inflated CPAs and lower-quality leads. Despite strong fundamentals and a solid media strategy in place, results weren’t matching investment, especially in Google.

Together, we made the decision to step back, simplify, and prioritize higher-quality outcomes over volume, recalibrating our campaign structure to regain efficiency.

‍

Solution

We partnered with PayHOA to rebuild their paid search engine from the ground up. Our approach focused on efficiency, quality, and better tracking:

‍

1. Refocused optimization goals
   We started by testing optimization toward multiple offline conversion actions, including MQLs, SQLs, Opportunities, and Customers. The goal was to improve lead quality by training the algorithm on deeper-funnel signals.
   ‍
   But in practice, the approach led to inconsistent results and rising costs, as the signals became too diluted.
   
   So we made a strategic pivot: consolidating the optimization goal to Sign UpComplete. This gave Google’s algorithm a clearer signal to optimize toward, helping us stabilize performance and re-establish cost efficiency.

2. Keyword analysis and campaign consolidation
   We paused underperforming keywords, consolidated campaign structures, and introduced clean segmentation across Broad Match, Phrase Match, Exact Match, Competitor, and Branded campaigns. This reduced clutter and improved budget allocation.
   
   
3. Tactical campaign pruning and testing
   We ran experiments using Performance Max, which initially generated low-cost leads but revealed significant quality issues. We sunsetted those campaigns and refocused on proven keyword-driven search campaigns.
   
   
4. Smarter spend allocation
   Reducing overall paid search spend by over $100K in August and September (compared to June and July), while maintaining healthy MQL volume. This proved we could do more with less by tightening optimization and targeting.

‍

Results

By the end of Q3, the improvements were undeniable:

• 34% reduction in total program spend quarter-over-quarter
• Cost per MQL dropped 15%
• Cost per SQL dropped 24%
• Cost per Opportunity dropped 40%
• Opportunities increased by 4% despite lower overall lead volume
• $100K+ in savings on paid search with equal or better MQL volume

‍

Next Steps

With a more efficient paid search engine in place, the focus now shifts to scaling volume without sacrificing CPA. Our ongoing roadmap includes a mix of performance optimization, creative experimentation, and channel expansion:

• Scale Google Ads while maintaining efficiency. It remains the core pipeline driver, and our goal is to grow volume while protecting cost discipline.
  
• Experimenting with tCPA bidding, nurturing remarketing audience through social proof and offers, DSA tests
  
• Test new landing pages and messaging. We're running experiments to identify higher-converting experiences across audience segments.