Problems, and how
we solve them.

A growing online brand was optimising its Google Ads campaigns to clicks and last-click conversions. Budget kept flowing to keywords that drove plenty of traffic but few profitable orders, and return on ad spend had stalled.

We fixed conversion tracking so Google received the true value of each order rather than a flat conversion, restructured campaigns by purchase intent, and moved bidding to value-based Smart Bidding with a clean negative-keyword list.

On the same monthly budget, return on ad spend improved by about a third and spend shifted away from low-intent terms toward the searches that actually drove revenue.

Paid search was judged on form fills, but a large share of those leads never qualified. The bidding algorithm was doing exactly what it was told — finding the cheapest form fills, not the leads that turned into real opportunities.

We connected the CRM back to Google Ads through offline conversion imports, so the platform learned which clicks became sales-qualified leads. Bidding and budget then optimised toward lead quality instead of raw volume.

Cost per qualified lead dropped by roughly a quarter and a larger share of the leads sales received were worth following up — without increasing the overall budget.

Hundreds of search terms were triggering ads across dozens of campaigns, and nobody had time to review them. Spend was quietly leaking into irrelevant searches that never converted.

We built a simple automated report that surfaces non-converting search terms each week and recommends negative-keyword additions, so the team could prune wasted spend in minutes instead of digging through the interface.

Wasted spend on irrelevant searches fell, cost per acquisition came down, and the recovered budget was redirected to the campaigns that were actually converting.