[Case Study] Google Ads Overhaul

A lot of companies set up Google Ads campaigns but then fail to put in the time needed to maintain them. It’s easily done – you don’t have the time to spare, aren’t sure how to interpret the data, or don’t know what changes are needed.

Unfortunately, Google Ads is not a set it and forget it platform. You need to put some work into testing, maintaining, and improving the performance. A campaign that was performing really well last year, or even last month, may have taken a nosedive for any number of reasons.

I took over the management of a client’s pay-per-click (PPC) campaign that was in this exact situation, it had just been left to run for months without anyone keeping track of it.

Here I’ll take you through what I did to turn the account around, increasing the number of conversions by 172% and reducing the cost per conversion by 65.78%.

The starting point

When I got involved with this Ads account it was being managed in-house by someone who, by their own admission, wasn’t a Google Ads expert, and PPC hadn’t been at the forefront of their marketing efforts.

So for me, the main aim was to refocus the account and cut wasted ad spend. Keep reading to learn the steps I took to achieve this.

The changes made

• Paused campaigns that were promoting a service the company no longer provided – an easy win!
• Refocused their campaigns and ad groups to make sure ad spend was directed to their key services
• Paused poor keywords and found new keyword opportunities
• Wrote new ad copy to include the brand name in the title, a clear description communicating what the company offered, and relevant keywords
• Added callout and sitelink extensions

The results

Comparing the four weeks before I took over the account management, with the following four weeks, the key results were: