The challenge
This was a newly launched ad account with no historical data to learn from. Most of the early traffic came from buyers searching for smaller, off-the-shelf systems rather than the large custom equipment this division actually sells.
The objective was to build enough qualified conversion volume for automated bidding to take over targeting on its own.
What I did
- Set tiered conversion values to train the algorithm, then shifted to Maximize Conversions bidding.
- Shifted spend to Bing to capture the same high-ticket demand at a lower cost per lead.
- Added keyword and placement exclusions, and tightened ad copy to filter out smaller-scale buyers.
Results in detail (90-day highlights)
- +289% conversions. Improved keyword structure increased enterprise lead generation volume.
- -46% ad spend. Targeted exclusions and budget reallocation reduced wasted acquisition costs.
- +330% conversion rate. Automated bidding and granular ad copy ensured relevant traffic converted into qualified sales opportunities.
Tools used: Google Ads, Microsoft Ads, CallRail and HubSpot.