Real accounts. Real numbers.

The problem

The account was spending about $6,200 in nine months on its own brand name, paying for clicks from shoppers who were already looking for the company. Product campaigns were fighting the brand campaign for the same buyers.

What I changed

• Cut branded search spend 85% ($6,182 to $919). Branded revenue held at 87% of the year before.
• Moved budget into Performance Max organized by product category.
• Reset bidding around purchase value instead of clicks.

The problem

One catch-all search campaign was trying to sell weddings, office lunches, and online orders with the same ads. Quote requests, the most valuable lead, weren't tracked at all, so Google couldn't aim for them.

What I changed

• Split the account into service campaigns: Corporate and office catering, Weddings and events, and a separate brand campaign.
• Wrote ads and keywords for each type of buyer.
• Set up tracking for online orders, quote requests, calls, and emails.

The problem

A local home inspection company needed a steady flow of calls without paying for clicks that never turned into a booking.

What I changed

• Launched Google Local Services Ads, which charge per lead instead of per click.
• Set up the Google Guaranteed badge, service areas, and job types.
• Reviewed and disputed bad leads so the budget only paid for real ones.

The problem

Reports showed thousands of conversions a month at about $1 each. It looked great, but it wasn't true. Google was optimizing toward the wrong thing.

What I changed

• Audited every conversion action and found 6,384 of 6,726 came from duplicate analytics imports.
• Removed the duplicates and rebuilt tracking around contact forms, calls, and emails.
• Restructured search campaigns by service line so budget follows real inquiries.