Mirabela Executive Dating

About the Client 

Mirabela Executive Dating offers a premium, highly personalised matchmaking service for professionals. The value of each enquiry is high — but only when lead quality is strong. 

The Challenge 

Google Ads was generating volume, but: 

• many leads were poorly qualified 
• cost per meaningful enquiry was rising 
• sales time was being consumed by low-intent prospects 

The priority was improving lead quality without sacrificing enquiry volume. 

Our Approach 

We restructured Google Ads around intent depth and qualification, not reach. 

Rather than chasing volume, we: 

• refined keyword strategy to prioritise readiness and seriousness 
• aligned ad messaging to filter expectations upfront 
• improved enquiry pathways to reduce friction for qualified users 

Strategy & Execution 

Keyword & Intent Refinement 
Low-intent and exploratory keywords were excluded, while campaigns were rebuilt around searches indicating readiness to engage a premium service. 

Ad Messaging Alignment 
Ads were rewritten to clearly position Mirabela as a premium offering, discouraging casual or price-driven enquiries. 

Enquiry Path Optimisation 
Landing experiences were aligned to reinforce positioning and guide qualified users confidently into enquiry. 

Outcomes 

Key Results: 

• 25–35% reduction in cost per qualified lead (CPA) 
• 20–30% increase in qualified enquiries at the same spend level