I managed Google Ads for

I managed Google Ads for W.A.H., a veterinary practice with a reasonable advertising budget but an early challenge: reaching the audience that would engage with the practice and generate more calls and form leads. Rather than rely on additional spend, I worked on keyword coverage, performance-based pruning, and audience and location targeting. I reviewed search trends to identify promising keywords that were missing from the campaign, paused underperformers against monthly ad-group benchmarks, and refined the search radius. For February 19, 2025–August 17, 2026, Google Ads recorded 253 conversions from CA$9,354.96 in advertising spend, equivalent to CA$36.98 per recorded conversion. The clearest pattern in my analysis was the contribution from keywords that explicitly named the local area: they accounted for 52.4% of conversion credits while using 22.3% of keyword spend.