Google Ads Case Studies & Strategy Breakdowns

Challenge

Broad-match locality keywords were wasting budget and producing low-intent enquiries.

Diagnosis

Search terms showed irrelevant traffic, weak negative keyword control, and no lead quality segmentation.

Strategy

Restructure campaigns by location intent, add negative keyword layers, separate high-intent search terms, and improve form conversion tracking.

Expected outcome

Cleaner traffic, lower wasted spend, and better qualified property enquiries.

Challenge

Performance Max mixed best-selling products with low-margin SKUs, causing budget leakage.

Diagnosis

No product segmentation, weak feed optimisation, and limited creative testing cadence.

Strategy

Segment products by margin and conversion potential, improve feed titles, test asset groups, and monitor search category insights.

Expected outcome

Better budget control, stronger product-level visibility, and improved ROAS direction.

Challenge

Google Ads optimised for form fills instead of demo-qualified opportunities.

Diagnosis

No offline conversion tracking, no CRM feedback loop, and broad keyword intent.

Strategy

Separate demo-intent keywords, import qualified lead stages, exclude poor-fit segments, and improve landing page qualification.

Expected outcome

Better lead quality and more meaningful pipeline visibility.

Challenge

Calls were coming from wrong locations and low-intent users.

Diagnosis

Location targeting was too wide, ad schedule was not aligned with business hours, and call extensions were not measured properly.

Strategy

Tighten radius targeting, add location-specific ad groups, optimise call assets, and track qualified calls.

Expected outcome

More relevant calls and better local lead quality.

Challenge

Campaign generated leads but appointment quality was inconsistent.

Diagnosis

Landing page had weak trust signals, keywords mixed research intent with booking intent, and conversions were not separated.

Strategy

Separate consultation keywords, add trust sections, improve landing page CTA clarity, and track appointment bookings separately.

Expected outcome

Higher intent enquiries and better appointment-focused optimisation.

Challenge

High form volume but low admission-quality leads.

Diagnosis

Campaign targeted generic course keywords without filtering student intent, budget, or location.

Strategy

Build intent-based ad groups, add qualification copy, optimise lead form fields, and use remarketing for warm prospects.

Expected outcome

Better student enquiry quality and reduced wasted spend.