Case Study

Progress Software was spending $1.5M annually on Google Ads across multiple product lines, but keyword quality scores were suffering and wasted spend was creeping up. The sales team depended on PPC as a primary lead driver, so underperformance here had real business consequences.

I audited the accounts with a focus on the fundamentals — keyword quality score, landing page experience, and ad copy alignment. A big part of the problem was lack of visibility. The team didn't have clean dashboards pulling data directly from Ads, so I built those first to establish transparency and enable data-driven decisions. I also cleaned up conversion tracking by removing untracked and irrelevant website goals that were muddying the data.

The cleanup and restructuring delivered across the board: cost per conversion dropped below $100 for most products (benchmarked against industry and historical data), CTR improved 20% across all product lines, and the sales team saw a measurable increase in qualified leads.