Google Ads

Paid search rebuilt around commercial intent.

The work replaced broad campaign activity with tighter search themes, stronger exclusions and a clearer conversion journey.

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Google Ads execution — Original supplied work sample · Sensitive details protected

CLIENTConfidential advertiser

GOALReduce wasted search spend

SCOPEGoogle Ads, landing pages, tracking

EVIDENCESupplied Google Ads work sample

THE STARTING POINT

The commercial problem behind the metrics.

Clicks were arriving, but campaign structure did not make intent easy to control. Broad searches, mixed services and weak measurement made it difficult to see which spend was creating suitable enquiries.

THE AUDIT

Four views of the same growth constraint.

The audit connected channel data with page experience and lead quality.

Search terms

Reviewed the language and intent behind paid clicks.

Campaign control

Checked budgets, match types, negatives and theme separation.

Page alignment

Compared each ad promise with its destination page.

Conversion quality

Reviewed the events used for bidding and reporting.

VERIFIED SOURCE MATERIAL

Real work samples, presented with context.

Figures are not reconstructed. Screenshots remain intact inside branded presentation frames.

Conversion tracking — Original tracking setup sample showing event and conversion configuration used before campaign optimisation.

Evidence policy: Account names, customer data and commercially sensitive details remain confidential. A screenshot proves only what is visible inside that screenshot.

WHAT CHANGED

From diagnosis to controlled execution.

Separate commercial themes

Campaigns were organised around clear services and search intent.

Build negative keyword control

Irrelevant, research and unsuitable searches were excluded through routine query review.

Align ads and pages

The search, ad message, proof and next action followed one clear thread.

Fix conversion signals

Useful actions were separated from weak or accidental events.

Optimise from quality

Budget and bids were reviewed against suitable enquiries, not raw conversion totals.

WHAT IMPROVED

A stronger system for commercial decisions.

The outcomes below describe the verified implementation and learning. They do not promise identical results for another business.

Less waste

Search term control reduced avoidable spend.

Cleaner structure

Each campaign had a defined role and destination.

Stronger feedback

Tracking supported more useful optimisation decisions.

RELATED EXPERTISE

Apply this approach to your account.

Start with the commercial constraint, then choose the channel work that can solve it.

TURN THE LEARNING INTO A PLAN

Find the constraint before adding more budget.

Share the service you want to grow, the evidence already available and where performance currently slows down. The first review identifies the most useful next step.

Request a focused growth review ↗

QUESTIONS BEFORE YOU START

Clear answers for a confident next step.

Understand the process, evidence and commercial focus before deciding whether this approach fits your goals.

Can you improve Google Ads without immediately increasing the budget?

Often, yes. The first step is to find wasted search terms, weak targeting, poor conversion tracking, inefficient bidding and landing-page friction. Budget changes should follow evidence, not replace account cleanup.

How do you improve lead quality, not just conversion volume?

Campaigns are aligned with high-intent searches, clear exclusions, specific ad messages and relevant landing pages. Where possible, CRM or sales feedback is connected so optimization can favour qualified opportunities rather than every form fill.

What budget do I need for Google Ads management?

The right budget depends on search demand, click costs, location, margins and the number of conversions needed for useful learning. I assess those factors before recommending a practical starting range.

Will conversion tracking be checked before campaigns are scaled?

Yes. Forms, calls, purchases and other meaningful actions should be validated first. Scaling from incomplete or duplicated conversion data can push spend toward the wrong traffic.

What happens during the first Google Ads review?

I review the campaign structure, search terms, ads, bidding, budgets, conversion actions and landing pages. You receive a prioritized explanation of what is wasting spend and what should be tested next.

YOUR NEXT STEP

Find the leak before increasing spend.

Share your website, priority service and current acquisition challenge.

Request a marketing audit ↗