Struggled with keyword quality score and wasted spend across multiple accounts and product teams. Sales team depended on PPC for lead generation driver. Account spent $1.5M annually.
Audited accounts focused on keyword quality score, landing page experience, ad copy alignment.
Established transparency - Set up dashboards with data directly from Ads in order to track data appropriately and adjust strategy as-needed
Audited account goals – removed untracked and irrelevant website goals.
Achieved sub $100 cost per conversion for most products – measured against industry benchmarks and historical data.
CTR up 20% across all products
Leads to Sales team increased