Case Study - Google Ads Optimization

Grow profitable traffic - higher ROAS and lower CPA.

What it does

• Feed cleanup
• Query sculpting
• Right campaign types
• Disciplined bidding
• Landing page congruence
• Steady creative testing

Key moves

Feed

• Improve titles
• Validate GTIN
• Fill attributes
• Fix disapprovals

Structure

• Split brand vs non-brand
• Use Performance Max with assets
• Use Standard Shopping when more control is needed

Bidding

• Set ROAS and CPA targets by margin
• Tune by device
• Tune by geo
• Tune by hour

Landing

• Enforce message match
• Improve speed
• Use structured data

Testing

• Launch new ads weekly
• Promote winners

Results

• +20 to +40% ROAS on $10M+ spend
• -10 to -25% CPA on non-brand
• +8 to +15% paid revenue

Role

Owned feed pipeline, account structure, bids, tests, and weekly reviews.