Google Ads and SEO Optimization
AD Spent: € 85315+
[Last updated: 13/3/2025]

Challenges: Unoptimized Campaigns & Wasted Budget

When I took over their Google Ads account, it was plagued with inefficiencies:

🚩 Poor Conversion Tracking – GA4 was not connected, and Google Tag Manager (GTM) was missing, leading to unreliable data.
🚩 Landing Page Issues – The contact form was incorrectly set up, causing lost leads and frustrated potential buyers.
🚩 Overloaded Keyword List – The account had thousands of unoptimized keywords, draining budget on irrelevant searches.
🚩 Missing Ad Assets – No compelling ad creatives, no ad extensions, and weak messaging.
🚩 Limited Campaign Structure – Only one underperforming Search campaign, with no diversification into Performance Max (PMax) for full-funnel growth.
🚩 Geo-Targeting Misalignment – The ads were not optimized for local demand, leading to wasted impressions outside the Netherlands.
🚩 Budget Misallocation – Without proper campaign segmentation, high-intent searches were competing with low-converting clicks.

Solution: A Data-Driven Google Ads Overhaul

I implemented a strategic restructuring of the account to maximize efficiency and increase conversions.

✅ Fixed Conversion Tracking – Integrated GA4, GTM, and proper event tracking to measure actual leads.
✅ Landing Page Optimization – Ensured the contact form worked correctly and reduced drop-offs.
✅ Keyword Refinement – Pruned thousands of irrelevant keywords, keeping only high-intent, high-converting terms.
✅ Performance Max (PMax) Integration – Launched PMax campaigns to capture demand across Search, Display, YouTube, and Shopping.
✅ Ad Asset Expansion – Developed compelling text, images, and extensions to improve Quality Score and engagement.
✅ Geo-Targeting Adjustments – Focused only on key regions within the Netherlands with strong demand for stone materials.
✅ Budget Redistribution – Allocated more budget to top-performing campaigns and reduced wasted spend on non-converting clicks.
✅ A/B Testing – Optimized ad copy, bid strategies, and audience targeting for continuous improvement.

Results: A 10% Improvement in Lead Efficiency

📈 2,600 Conversions – A steady influx of high-quality leads through forms and phone calls.
💰 €32 Cost Per Lead (CPL) – A significant drop in wasted ad spend.
📉 10% Performance Improvement – Increased lead volume while reducing acquisition costs.
⚡ Multiple Campaigns Launched – Strengthened reach across high-intent searchers and broader audiences via PMax.

Final Thoughts: A Winning Campaign for a Competitive Market

By shifting from disorganized, unoptimized campaigns to a high-performance lead generation machine, this stone supplier now dominates high-intent searches in the Netherlands.

🛠 Tools I Used:

🔹 Google Ads – Campaign management & optimization
🔹 Google Keywords Planner/SEMrush/Ahrefs – Keywords Research
🔹 Google Analytics 4 – Data analysis & conversion tracking
🔹 Google Tag Manager – Event tracking & remarketing setup
🔹 Google Data Studio – Custom reporting dashboards
🔹 MS Clarity – Landing page heatmaps & user behavior analysis
🔹 SpyFu – Competitor PPC analysis
🔹 Google Ads Preview Tool – To preview how ads look on Google