A £10 daily budget was spread too thin across four ad groups with no clear keyword strategy. I tightened it to two focused ad groups split by local and general intent, then layered in Performance Max once the account had solid data behind it. Conversion rate rose from 2.25% to 4.6%, cost per conversion fell from £55.34 to £13, and ROI climbed from 404% to 2,046% — sustaining at 5,087% in the months that followed.