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.

Tracking Conversions

Problem:

Tracking conversions with GA4 caused problems.

Explanation:

GA4 has a reporting lag and couldn’t use enhanced conversions, making data unreliable.

Optimization:

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.

Budget Allocation

Problem:

Budget wasn’t allocated properly and was capped.

Explanation:

Best-performing campaigns didn’t get enough budget, limiting their potential.

Optimization:

Gave more budget to top performers, especially those restricted by the Limited budget flag.

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).

Optimization:

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.

Optimization:

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.

Optimization:

Created new landing pages with a strong CTA, reviews, benefits, and clear value to boost trust and conversions.

RESULTS AFTER OPTIMIZATION?

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.