The account needed a rethink.
Situation
I inherited a party equipment rental company’s Google Ads account from another strategist. The job was to improve an existing account’s efficiency and reach.
What I did
I used historical geographic performance to re-prioritize target markets, then restructured targeting and keywords around seasonality. The changes connected the account’s spend to where and when demand was strongest.
Tools
- Google Ads
- Geographic performance analysis
- Keyword restructuring
- Seasonal planning
Result
793 conversions at $10.27 each, with cost per conversion down 59.3%. Clicks grew 135.6% and impressions grew 114.7% on 48% more spend. CPC fell 37.1% to $0.86, while conversion rate improved 54.4% to 8.33%.
793conversions
$10.27cost per conversion · down 59.3%
+135.6%clicks · on 48% more spend
Inherited account, restructured—not built from scratch; comparisons cover March–July 2022.