The client ran a lead generation business in the mortgage niche — one of the most expensive verticals on Google Ads. When I took over, the account had 3 core problems: bloated cost per conversion, weak campaign structure, and targeting that was pulling in low-intent traffic.
What Was Broken
The campaigns were broadly structured with no intent segmentation. Ad groups mixed multiple keywords, which killed Quality Scores and drove CPCs up. There were no video or display assets running, meaning the brand had zero presence in the upper funnel. Performance Max was untouched. The account was essentially running on one channel with poor hygiene.
What I Executed
I rebuilt the campaign architecture from the ground up using Single Keyword Ad Groups (SKAGs) — tightest possible match between search intent and ad copy. This directly improved Quality Scores and brought CPCs down without reducing reach.
Layered on top of that, I launched Display Campaigns to widen the audience touchpoints and introduced Video Ads for brand visibility at the awareness stage. Performance Max Campaigns were rolled out to capture full-funnel signals across Google's entire inventory — Search, Display, YouTube, Gmail, and Maps — simultaneously.
For bottom-of-funnel, I set up dedicated Brand and Competitor Search Campaigns to intercept high-intent users who were already comparison shopping. These delivered the highest conversion rates in the account.
Throughout the engagement, I ran continuous iteration cycles — refining ad copies, updating audience signals, testing extensions, and adjusting bidding strategies based on real conversion data from Google Analytics and Tag Manager.
Results Delivered
- 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
In a niche where $60–$80 CPL is standard, hitting $51.95 at scale is a measurable competitive edge.
Tools Used Google Ads · Google Analytics · Google Tag Manager
