Our approach

We started with a comprehensive audit of the account to understand what was working, what wasn’t, and what opportunities were being missed. This included:

• Reviewing historic campaigns, ad groups and keyword performance

• Checking conversion tracking accuracy to ensure we were measuring what really mattered

• Auditing performance data to pinpoint areas for improvement

From there, we developed a strategy focused on three key areas: expanding reach, improving relevance, and capturing valuable insights.

What we did

Keyword expansion
We identified high-intent, relevant search terms to drive more qualified traffic and ensure their ads were reaching the right people.

Ad copy refresh
We rewrote ads to better reflect their purpose and tone of voice, helping increase click-through rates and improve Quality Scores.

Smarter tracking setup
We implemented more accurate conversion tracking, including softer actions like key page views, to build a fuller picture of performance and help campaigns gain learnings more quickly.

Performance Max rollout
We launched a Performance Max campaign to increase visibility across Search, as well as dynamic search ads to capture long-tail queries.

Ongoing optimisation

With a strong foundation in place, we continued monitoring performance through regular check-ins. This helped us identify additional opportunities to scale, including expanded keyword targeting and dynamic ad testing.

We also ensured all campaigns remained compliant with Google’s strict Ad Grant policies to protect their account long-term.