Efficiency Gains & ROI increase for Leasing.com

What was the goal?

I was brought in initially to perform an account audit across the client's Google Ads and Microsoft Ads accounts. The aim was to identify any efficiency gains to be made to either reduce or better reallocate budget.

Actions:

1. I found that there was a lot of wastage through their keyword match types, in particular their use of phrase match keywords. I cleared this up and implemented a negative keyword list to reduce wasted spend.
2. There were many campaigns that were converting well but hitting their daily budgets, therefore I helped identify campaigns that were less effective and could either be paused or amended so we could reallocate the budget to the higher-converting campaigns.
3. There was a lack of specificity in the audience signals for the Performance Max campaigns, by understanding the client's target audience better I was able to add more detail to help Google find more suitable customers via these campaigns.

Results:

Each of these actions produced outsized performance compared to period prior to the amends, they were all maintained as ongoing edits and built upon.

1. Less wasted spend and therefore an overall higher ROAS (return on ad spend) across the live campaigns.
2. Once more and increase in conversions and therefore total account ROAS.
3. This led to a higher conversion rate and allowed for further testing to continually improve PMax campaign performance.

As the audit was so helpful the client asked me to stay on to implement and manage the recommendations

Summary

This was a highly enjoyable engagement working alongside a business with a significant monthly ad spend. I was able to identify some 'quick-fixes' and help them setup and track the changes. We were able to see a clear improvement in the metrics that matter.