Solution

We implemented a focused, data-driven strategy to make every marketing GBP count, with efficiency and clarity at the core, we further explained that whilst ROAS can be a good metric, a more important metric to focus on is (POAS) profit on ad spend:

✓ Cutting Waste & Refining Targeting

We began by conducting a full audit of the client’s Google Ads account. This revealed significant budget wastage on irrelevant display placements and underperforming geolocations. By excluding low-quality app and display sites and narrowing the focus to high-performing regions, we immediately improved traffic quality and reduced cost-per-click (CPC).

We also reworked ad headlines and CTAs to be sharper, more persuasive, and aligned with search intent—resulting in increased click-through rates (CTR) and stronger Quality Scores.

✓ Developed High-Converting Landing Pages

We implemented purpose-built, industry-tested landing pages designed to improve engagement, reduce bounce rates, and drive conversions. These pages were optimized for both desktop and mobile, fast-loading, and tailored to reflect the messaging and tone of the ad campaigns.

✓ Optimized Retargeting Campaigns

Rather than spreading retargeting spend across broad audiences, we focused on high-quality video creatives and warm leads—visitors who had added to cart, viewed key pages, or engaged meaningfully with past campaigns. This resulted in a more effective retargeting funnel that captured lost opportunities without inflating costs.

✓ Tested Bing (Microsoft Ads)

We identified Bing often an under utilized platform as a lower-competition, lower-CPC environment with high potential for the client’s demographic. A small-scale test showed promising results with a higher conversion rate than Google—especially among desktop users. We scaled this strategically.

✓ Redistributed Budget Toward Performance

Based on the initial findings, we restructured the ad budget to amplify what worked:

• 20% allocated to Google Brand Protection to secure branded search terms and defend against competitors bidding on the client’s name.
• 10% toward top-performing exact match keywords focused on new customer acquisition.
• 5% to targeted Google retargeting for returning visitors.
• 65% was invested into Microsoft Ads, scaling the high-performing Bing campaigns and expanding reach with greater efficiency.