E-commerce: Google Ads and Shopping setup
Google Ads for online stores in consumer electronics, stationery and tiles: Search and Shopping campaigns, GA4 and conversion tracking set up from scratch, and funnel analysis to see where buyers drop off.
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Clinic: tracking you can trust
Google Ads was optimizing toward form submissions, and nobody knew which leads became patients. I set up click IDs going into the CRM and back into Google Ads as offline conversions, then compared GA4 and CRM data in SQL. The real conversion rate of paid traffic was 9.4%, about six times higher than the 1.5% the platform showed. That changed which campaigns we scaled, and bidding started learning from real patients instead of form events.
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Clinic: ads audit and cleanup
A private clinic felt its ads had stopped working. I audited the account against GA4, call tracking and the CRM, found campaigns that were spending without bringing patients, and switched them off. I then focused the budget on the search campaigns that actually drove calls.
Next month, compared with the month before:
calls from ads: +137%
patients who came to an appointment: +212%
ad spend: −16%
cost per patient: −73%
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Education center: CPA −49% while scaling
An education center (exam and university-admission prep) needed more students without paying more per lead. As part of the agency team I launched Google Ads and Yandex Direct; together with paid social, hot leads from paid ads grew by 500%. Then I rebuilt the Google Ads account around lead quality from the CRM: new structure, tighter match types and negatives, structured tests of audiences, ads and bids.
Over 3 months, with the budget up 28%:
CPA: −49%
conversions: ×2.5
CTR: ×2
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