$27.17 an enquiry, down to $19.62
Their previous agency held the ad account. When the relationship ended the campaigns were deleted, along with years of audience data and every bit of learning that makes advertising cheaper over time.
Rebuilt from screenshots she'd taken the week before. Cost per enquiry went from $27.17 to $19.62 in the first full month, then down to $16.61 across the thirty days after that.