PPC Case Study for Products & Services
Goal: Fix an ad campaign that was previously set up and underperforming against the client's expectations.
Overview: We took over a client's account and started fresh. His previous agency left the campaigns with little optimization, incomplete conversion tracking, and generic ads pointing to the homepage instead of relevant solutions — which lowered quality score. Here's what proper setup and management can do.
Background
The client worked with another agency for nearly a year, accepting poor performance as 'just how Google Ads are.' The agency set up his campaign without Google's best practices, ignored details that hurt performance, and provided little reporting.
Eventually he tried again with Mass Division. We reviewed the account and recommended starting over with a fresh campaign and updated tracking — and he agreed.
The Audit
Google Ads is a powerful, complex tool worth hiring an expert for. We ran a full account audit against our checklist — reviewing data for trends and hunting setup mistakes. Almost 100% of the time we find errors in the account, campaign, or conversion tracking; here we needed to start from the ground up. The last month under the previous agency:
- Cost $1,400 / month
- Conversion Rate 0.46%
- Conversions 12
- Cost Per Lead $115.00
The Work
- Keywords — kept the few converting terms, cut irrelevant broad keywords, researched lower-funnel keywords, and built a negative-keyword list.
- Ads — split keywords into tightly-themed ad groups (shoes vs. shirts vs. pants) so every ad directly answers its search, lifting relevance and click-through rate.
- Extensions — added the missing sitelink, callout, structured-snippet, and location extensions to expand ad real estate.
- Conversion Tracking — rebuilt tracking for calls, purchases, and form inquiries — feeding Google better data for its machine learning.
- Targeting — built a 30-mile radius that turned out perfect for his business.
The Results
- Cost $10,800 / month
- Conversion Rate 8.4%
- Conversions 2,230
- Cost Per Lead $4.84
Conclusion
The client was beyond pleased and increased his budget month after month until his business was busy but not overwhelmed. We reduced his cost per customer by roughly 97% on average — making Google Ads an affordable, ROI-positive channel — through proper keyword selection, high-converting ad copy, negative keywords, targeting adjustments, richer tracking, and continuous optimization.
Want the same for your business? Send us an email and let's talk — at Mass Division we help you stand out against the masses.
