Google Ads Case Study

The Company:

In my current position I work with a health tech company that operates in both Georgia and Florida

The Challenge:

The company had two PMAX campaigns currently running. What I inherited was one performing decently and another plummeting toward 0.

  • I analyzed what was going well in the well performing campaign.

  • I analyzed what phrases used to convert well in the past for the poor performing one.

  • I added multiple negatives, and added more signals to nudge it back to the well converting searches.

  • I changed the ad schedule to include weekends as those were the most successful days.

  • Continued to optimize the well performing one.

The Strategy:

The Outcome:

Five weeks later:

  • The poor performing one turned around and started to catch up

  • My client told me they were starting to become overbooked, and pull back a little. Simultaneously, The client wants to launch another campaign.

  • The conversions overall went up 19%

  • I have now lowered the CPA by 7% and will continue to do so.