We embarked on a comprehensive restructuring of the search program. Blackbird ran non-brand campaigns featuring tightly themed ad groups and correspondingly aligned landing page content, complemented by a transition to tCPA bidding. This strategic overhaul led to a notable enhancement in the overall user experience. Moreover, it empowered us to allocate additional resources towards the highest-performing campaigns and ad groups. This reorganization focused our analysis of lead quality to discern which themes were driving the most robust results, allowing for targeted adjustments as needed.