Paid acquisition
I manage paid search by tightening search terms, budget control, conversion tracking, and landing-page fit.
The strongest PPC results came from cutting weak demand before scaling anything. Cleaner queries, cleaner goals, and better-matched pages did the heavy lifting.
Project description
The account had enough spend to produce data, but campaign overlap, loose targeting, and inconsistent query control were making the budget harder to read.
Approach
Rebuilt campaign structure around lower-funnel intent, tightened location controls, improved bidding inputs, and reduced internal competition between campaigns.
Results
Skills & deliverables: Account restructuring, Search intent mapping, Geo cleanup, Bidding inputs, Reporting
The paid search case studies usually start by separating useful intent from broad, expensive, or misleading queries that make the account look busier than it is.
Budgets, geos, match types, negatives, and campaign structure should make it harder for spend to drift into searches that do not support the offer.
Ads, keywords, and landing pages have to reinforce the same promise, otherwise the account can pay for interest that the page cannot convert.
If the account is optimizing around bad or missing events, the first job is to clean up the signal so performance decisions are not built on noise.
The useful story is whether spend, CPA, conversion volume, and qualified opportunities improve together, not whether more changes were made.
It usually includes some mix of account cleanup, campaign restructuring, search-term review, negative keyword work, geo and bid cleanup, ad and landing-page fit, and tracking validation. The exact mix depends on what is actually holding performance back.
Yes. Some accounts need a rebuild. Others need tighter query control, better structure in a few key areas, cleaner tracking, or better landing-page fit. I do not force a rebuild if the account does not need one.
Some issues can be improved quickly, especially obvious waste, weak search terms, or broken tracking. Bigger gains usually come over time as the account structure, bidding, messaging, and landing page response start working together more cleanly.
Yes. That is common. I can work directly in the account when needed or give your team clear priorities, changes, and feedback across ads, pages, and tracking.
No. Sometimes the right move is to reduce waste first. Sometimes it is to improve lead quality before scaling. Sometimes it is to scale what is already working. The goal is not cheaper traffic by itself. The goal is better business outcomes from the budget.
Share the context, and I'll help identify where we should start first.