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Summary: A POS technology company selling all‑in‑one software and hardware solutions needed high‑intent leads with a limited £500 budget and no SEO authority. I structured and optimized multiple Google Search campaigns across product categories and buyer segments, focusing exclusively on users ready to purchase. Despite the lack of organic support, the campaigns delivered consistent conversions, strong CTR, and maximum performance from minimal spend.
Tactics & Strategies: – High‑intent Search segmentation across POS packages, software, hardware, and industry verticals – Sales & Calls conversion setup for purchase‑ready users – Keyword refinement to remove curiosity traffic – Ad relevance optimisation for stronger CTR – Budget efficiency in competitive niches
Execution: – Built a structured campaign architecture aligned with user intent – Implemented Sales & Call conversions for high‑quality leads – Refined keywords to focus on commercial intent – Created tailored ad groups for each segment – Applied ongoing micro‑optimisations to maintain CTR and conversions – Maximised the £500 budget by targeting only high‑intent segments
Results: – 6.54K impressions from commercial searches – 487 clicks from users actively comparing solutions – 7.45% CTR in a competitive tech vertical – 3.06% conversion rate without SEO, backlinks, or authority – Consistent performance growth and qualified leads – 173.43% ROAS
I rely on Google Ads data, Keyword Planner insights, and Google Trends validation to ensure every campaign targets real buyer intent. If you want efficient, intent‑driven Google Ads campaigns with measurable results, I provide fast communication and full transparency — including step‑by‑step updates and screenshots throughout the entire process.
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Creatives on Contra have earned over $150M and we are just getting started
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Google Ads Campaign Setup & Management
Agency: Arya Media Network
Target Market: Australia 🇦🇺
Demo Business: Local Plumbing Service, Melbourne, VIC
Campaign Type: Google Search Ads
Objective: Generate qualified phone calls and website enquiries.
Step 1: Business & Goal Research
First, understand the client's services, target customers, service locations, competitors, and advertising budget.
Campaign Goal: Generate qualified plumbing enquiries and phone calls.
Step 2: Keyword Research
Identify relevant keywords that potential customers search for on Google.
Example Keywords:
plumber near me
emergency plumber Melbourne
blocked drain plumber
hot water repair Melbourne
local plumbing services
Use Google Keyword Planner to research search volume, competition, and estimated CPC.
Step 3: Campaign Structure
Create a Google Search campaign with separate ad groups for different services.
Example Ad Groups:
Emergency Plumbing
Blocked Drains
Hot Water Repairs
General Plumbing
This structure helps keep keywords and ads relevant to each service.
Step 4: Location & Budget Settings
Target Location: Melbourne, Victoria, Australia
Language: English
Campaign Type: Search
Daily Budget: AUD 20 (demo budget)
Bidding: Choose a strategy based on the campaign objective and available conversion data.
Set location targeting carefully so ads reach relevant potential customers.
Step 5: Create Google Search Ads
Example Headlines:
Reliable Plumbers in Melbourne
Fast Local Plumbing Services
Book Your Plumbing Service
Contact Our Plumbing Team
Example Description:
Need a reliable local plumber? Contact our team for plumbing repairs, blocked drains and hot water services. Get in touch today.
Use accurate service claims and a clear call to action.
Step 6: Add Relevant Assets
Where eligible, add:
Call asset
Sitelinks
Callouts
Structured snippets
Location asset, if the business is eligible and linked correctly
These assets can help customers discover relevant services and contact the business.
Step 7: Set Up Conversion Tracking
Track meaningful customer actions, such as:
Qualified phone calls from ads
Website enquiry form submissions
Calls made from the website
Configure Google Ads conversion tracking and test that conversions are recorded correctly before evaluating results.
Step 8: Launch & Monitor
Before launch, check keywords, ad copy, landing pages, location settings, budget, billing, and conversion tracking.
Monitor search terms, clicks, CPC, CTR, conversions, and cost per lead. Add irrelevant searches as negative keywords when appropriate.
Step 9: Optimise the Campaign
Pause or revise underperforming keywords when the data supports it.
Improve ad relevance and landing page experience.
Review search terms and negative keywords.
Test different headlines and descriptions.
Adjust budgets based on qualified leads and campaign performance.
Step 10: Monthly Reporting
Prepare a report covering:
Total advertising spend
Impressions and clicks
Click-through rate (CTR)
Average cost per click (CPC)
Qualified leads and conversions
Cost per lead
Recommendations for the next month
Expected Deliverable: A structured Google Ads campaign with relevant keywords, compelling ads, conversion tracking, ongoing optimisation, and transparent reporting.
Important: This is a demonstration plan, not a live client campaign. Any performance figures shown in portfolio graphics are illustrative and must not be presented as verified results.
Let's Grow Your Business
Arya Media Network
Google Ads | SEO | Social Media Marketing | Website Audit
Helping Australian small businesses build a stronger online presence and generate more qualified enquiries.
Music Promotion and Audience Growth
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Google Ads PPC for Local Restaurant | 412 Local Actions at $0.94 CPA
Make&Take Pizza is a local restaurant specializing in pizza delivery and takeaway in Ursynów, Warsaw, Poland. The main objective was to attract users with high purchase intent and turn local search demand into real visits, calls and orders.
Instead of focusing only on website traffic, the campaign was built around local actions and Google Maps visibility. I launched and optimized a Google Performance Max campaign using Google Maps, Search, Display and YouTube placements.
Campaign Setup
The campaign used the Performance Max "Local store visits and promotions" objective with a Maximize Conversions bidding strategy and local targeting focused on Ursynów.
I analyzed the local market and business location, configured the Google Ads account, synchronized the Google Business Profile, and completed advertiser verification and moderation.
The campaign was optimized around three key local conversion actions:
Directions
Click-to-Call
Calls from Ads
Optimization
During the learning phase, I monitored impressions, clicks, CTR, CPC, conversions and advertising spend, while gradually improving the campaign structure and creative assets.
I expanded the creative pool with banners and video, integrated YouTube Shorts, and focused optimization on high-intent actions such as directions and calls.
I also analyzed the hours generating the strongest demand and adjusted the campaign approach around the restaurant's peak ordering period.
Results
The campaign generated:
104,197 impressions
1,519 clicks
1.46% CTR
$0.25 average CPC
$386.39 total ad spend
412 local actions
$0.94 average CPA
27% conversion rate
Local actions included:
364 Directions
38 Click-to-Call
10 Calls from Ads
Business Impact
During the campaign period, the restaurant recorded 635 total orders through its POS system, including orders influenced by advertising, organic traffic and returning customers.
The campaign demonstrated that local Google Ads activity can influence offline purchasing behavior. Users could first discover the restaurant through Google Maps, request directions or call the business, and complete the purchase later by phone or in person.
The strongest ordering activity occurred between 16:00 and 21:00, providing a clear opportunity to concentrate future advertising activity around peak demand.
Scaling Opportunities
The next optimization stage included increasing the budget during peak hours, expanding video formats such as YouTube Shorts, testing promotional offers in Google Maps, and creating separate asset groups for takeaway and delivery.
Conclusion
The campaign created a consistent flow of local users and achieved 412 local actions at a $0.94 CPA. With $386.39 in advertising spend and 635 total orders recorded during the campaign period, the project demonstrated the potential of Performance Max and Google Maps to support real-world restaurant sales and local demand.
