Google Ads sign-up increased by 51% and CPA was down 24%

Overview

After being onboard with this Google Ads account, I was tasked to improve the account performance.

How

I first completed an account audit that looks at all metric performance, settings set up, keyword and adcopy performance, and etc. I also completed a landing page audit, keyword expansion, as well as working with cross-functional teams like Creative, Business Development, and Product Marketing to understand the product from the company's perspective, as well as the consumer's perspective.

Results

Following the implementation at the end of September, the impact was almost immediate. Sign-ups from Search increased by 51% (+2,541), and the cost per acquisition (CPA) decreased by 24% (-$41) until a marketing strategy change in November.