PPC Case Study
Restructuring a Google Ads Account Around Conversion Data, Not Just Clicks
Local Professional ServicesAnonymized / illustrative example
Objective
Improve cost-per-acquisition and reporting clarity for a Google Ads account optimized primarily around click volume.
Challenge
The account structure grouped unrelated services under shared campaigns, making it difficult to see which services were actually driving qualified leads versus just traffic.
Strategy
- Restructure campaigns and ad groups around individual services and conversion intent.
- Connect conversion tracking to actual lead quality signals, not just form submissions.
- Automate weekly performance reporting tied to cost-per-qualified-lead.
Implementation
- Rebuilt campaign structure to align with service lines and geographic targeting.
- Implemented conversion tracking aligned with qualified lead definitions.
- Set up automated reporting comparing spend, conversions, and cost-per-acquisition weekly.
Results
- Clearer visibility into which services produced qualified leads versus traffic only.
- Budget reallocated toward the highest-performing service lines based on the new reporting.
- Reporting time reduced through automation of the weekly performance summary.
Key Learnings
Reporting clarity was the prerequisite for better budget decisions — the account needed a data layer before it needed new bidding tactics.