Google Ads Audit & Tailored Strategy
Daniel Svancar
Digital Marketer
Marketing Strategist
Digital Marketing Specialist
Google Ads
Google Analytics
Google Ads Audit Main Findings
50% of the budget was being wasted on irrelevant keywords, generating low-quality traffic and resulting in 0 conversions, a very high bounce rate, and low average session duration.
Low-quality ads and poor keyword quality led to ~60% of impression share loss, negatively impacting ad rankings.
Inappropriate match types caused further budget wastage and contributed to low ad relevance.
The website was not 100% compliant with GDPR/DPA regulations, exposing the business to potential legal risks.
Google Ads Audit Scores
Tailored Strategy
A tailored strategy was developed to significantly improve Google Ads performance. Key components included:
Keyword & Match Type Optimisation
A detailed audit of keywords to eliminate wasteful spending and focus on high-intent, relevant terms.
2. Compelling Copy Creation:
Ad copy was restructured with benefit-driven messaging tailored to the target audience, highlighting businesses selling unique points.
3. Tracking & Reporting:
Proper tracking implementation for accurate data collection allowing for data-driven decision-making.
4. Compliance Adjustments
Steps were taken to ensure full GDPR/DPA compliance.
Results
Google Ads Conversion Rate:
Increased by 187% following the launch of the new strategy and subsequent optimisation.
2. Impression Share:
Improved by 291%, even as the brand is currently competing in a market dominated by established leaders.
3. Budget Efficiency:
Wastage was reduced to a minimal amount to make sure budgets were used in high-performing campaigns.
Google Ads Results
