Paid acquisition
I rebuild PPC accounts when the structure makes budget, search intent, locations, and conversion data harder to control.
The work creates a cleaner account model so the team can see what each campaign is for, where budget is going, and which signals should guide the rebuild.
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
Some accounts need cleanup, some need a deeper restructure, and some need tracking or landing-page fixes before the campaign architecture can perform.
The case studies point to cleaner query control, better segmentation, tighter geos, clearer negatives, and budget moving toward searches with stronger purchase or lead intent.
If conversions are duplicated, missing, or poorly defined, the new structure will still optimize toward the wrong signals.
A cleaner account needs pages that reflect the same offer, location, service, or intent split the campaigns were built around.
After the rebuild, I watch the account closely enough to catch bad query patterns, budget drift, lead-quality issues, and tracking problems before scaling.
Usually when the account foundation itself is limiting performance. If campaigns overlap, budget ownership is unclear, and the team cannot tell which parts of the account are responsible for results, routine management may not be enough.
No. Some situations need a broad reset. Others need restructuring around a few service lines, markets, or campaign systems that have drifted the furthest. I try to rebuild only what actually needs rebuilding.
Yes. That is common. The safest approach is usually staged, with the most important campaigns, conversion paths, and tracking dependencies handled first so the business does not lose its footing during the reset.
That depends on the team. Some businesses want the new structure handed back internally. Others want help stabilizing it through management, reporting, or landing-page follow-up after launch.
Share the context, and I'll help identify where we should start first.