GOOGLE ADS CASE STUDY:
80% LOWER CPL, 192% INCREASE IN THE CONVERSION RATE.
Altus hired me because their old agency had problems. Conversion reporting was bad. CPCs were too high. I started, fixed the reporting, lowered the costs, and made their campaigns work better.
Problem:
Tracking conversions with GA4 caused problems.
Explanation:
GA4 has a reporting lag and couldn’t use enhanced conversions, making data unreliable.
Switched to tracking with Google Tag Manager (GTM). Added new conversion actions, marked them as secondary to collect better instead of directly optimizing the bidding to them.
Wrong Bidding Strategy
Problem:
Bidding strategy wasn’t used correctly.
Explanation:
The previous gency set every campaign to Max Conversions with a £33 tCPA, but CPA was hard to control, and some campaigns lacked enough data (less than 30-50 conversions).
Switched low-conversion campaigns to Manual CPC to gather data. Planned to move them to Max Conversions with a tCPA once Google has enough data.
Inefficient Bidding
Problem:
Overbidding and underbidding on keywords.
Explanation:
Overpaid for keywords with low CPAs historically, and underpaid for high-CPA ones, wasting money and losing opportunities.
Analyzed all-time campaign data. Set target CPA (tCPA) to historical averages. Planned to lower it by 10% in 1-2 weeks to test performance.
Poor Landing Pages
Problem:
Landing pages lacked trust signals, benefits, and value.
Explanation:
Pages had no clear call-to-action (CTA), reviews, or reasons to convert, turning visitors away.
Created new landing pages with a strong CTA, reviews, benefits, and clear value to boost trust and conversions.
80%
Reduction in CPL
+192%
Increase in the conversion rate
13%
Lower weekly cost
About ME?
Advanced Grip On Google Ads Bidding Algorithms
I save you money and boost your ROI. Targeting the right audience for your business at the lowest possible cost.
Proven 90 Days Google Ads Strategy Blueprint
I give you a proven 90 day blueprint that delivers consistent conversions fast. No guesswork in your campaign management.
Portfolio in Lead Generation and Shopping
I craft campaigns perfectly suited to your conversion goals and industry. Getting high-quality leads or selling more products.
Certified in Google Ads & Analytics
I use data from Google Ads and Analytics to track, fix, and optimize your campaigns for the best performance.