Project Name- Google Ads – Lead Generation Campaign
Role- Google Ads Campaign Manager
Industry- Mortgage / Lead Generation
Duration- Ongoing
Project Overview
The client, a lead generation business in the mortgage niche, was struggling with:
High cost per conversion
Low conversion rates
Poor campaign structure and targeting
I took over the account with a performance-first mindset and implemented a data-backed, multi-layered ad strategy
What I Worked On
Launched Display Campaigns to widen audience reach and increase engagement
Introduced Video Ads to boost brand visibility and awareness
Rolled out Performance Max Campaigns for full-funnel targeting across Google’s inventory
Created Brand & Competitor Search Campaigns to attract high-intent leads
Built Single Keyword Ad Groups (SKAGs) to sharpen ad relevance and improve Quality Score
Continuously refined ad copies, extensions, audience signals, and bidding strategies
Key Results Achieved-
✅ Clicks increased to 7.35K (+2.85K growth)
✅ Conversions rose to 370 (+171 increase)
✅ Cost per Conversion dropped to $51.95 (saved $14.54 per lead)
✅ Ad Spend increased to $19.2K (+$5.99K), driving better ROI
Despite being in a high-CPC industry, strategic adjustments helped the client significantly improve lead flow and campaign efficiency.
Tools Used
Google Ads
Google Analytics
Google Tag Manager
Skills Applied
Pay Per Click Advertising
Campaign Strategy & Management
Conversion Rate Optimization
2 likes · 106 views · Jun 19, 2025
Revamped ad strategy using PMax, video, and SKAGs to boost leads by 85% and cut conversion costs by $14+ in a competitive mortgage market.
