How Encash Mobile cut Google Ads spend by 47% and raised genuine leads from 10% to over 80% in the first month

80%+Genuine Leads (Up from 10%)

47%Lower Monthly Ad Spend

₹19.86LTracked Conversion Value

1 moFrom Takeover to Results

About the Client

Encash Mobile — buying used smartphones directly from customers

Encash Mobile buys used mobile phones directly from customers, in the same space as platforms like Cashify. Customers who want to sell an old phone search on Google, request a price quote, and Encash completes the purchase. Google Search is the main source of new sellers, so every rupee of ad spend needs to reach someone who actually has a phone to sell.

The Challenge

₹2 lakh a month on Google Ads, and 9 out of 10 leads were not genuine

Before working with us, Encash Mobile was spending around ₹2 lakh every month on Google Ads. Most of that budget went to irrelevant clicks that never turned into a sale. Roughly 90% of the leads that did come in were not genuine sellers, so the team spent hours following up on enquiries that went nowhere.

There was no proper conversion tracking in place either. Google’s bidding had no signal about which clicks led to real quote requests, so it kept optimising for cheap, low-intent traffic.

Our Approach

Fix the measurement first, then cut the waste

We took over the account at the start of September 2026. Spending more would not have fixed the problem, so we started by making the account measure the right thing, then removed the traffic that was never going to convert.

Conversion Tracking via GTM

Set up conversion tracking through Google Tag Manager so every quote request and contact action is recorded in Google Ads. With real conversion data, Google’s bidding could finally optimise for people who request a quote, not just people who click.

Negative Keywords & Account Cleanup

Went through the search terms report and blocked the irrelevant searches that were eating the budget. Adding negative keywords stopped ads from showing to people looking to buy phones, fix phones or browse, and kept spend on people who want to sell.

City-Wise Search Campaigns

Structured search campaigns by city (Bangalore, Hyderabad and Mysore), each with its own daily budget. This lets us put more money behind the cities that bring the most sellers and control spend city by city.

The Results

Almost half the spend, and most leads are now real sellers

September 2026 was our first month on the account. Encash Mobile spent ₹1.07 lakh on Google Ads, down from around ₹2 lakh a month before. Over 80% of incoming leads are now genuine sellers, compared with about 10% before, and the conversions tracked in Google Ads carried a total value of ₹19.86 lakh, about 18.6 times the ad spend.

80%+Genuine leads, up from about 10% before

₹1.07LMonthly ad spend, down from ₹2 lakh

2,976Quote requests tracked from Search ads in September

₹33Average cost per tracked quote request

₹19.86LConversion value tracked in Google Ads in September

18.6xTracked conversion value compared with ad spend

“Before Webwave, most of our Google Ads budget was going on clicks that never turned into sales, and almost none of the leads were genuine. After they set up proper tracking and cleaned up the account, we are spending nearly half of what we used to, and most of the enquiries we get now are real customers who want to sell their phone.”

Syed Habib

Encash Mobile

Spending on Google Ads but not getting quality leads?

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