Where they started
Spending steadily on Google Ads with no conversion tracking in place, bidding on broad keywords including a lot of research-stage searches. They knew clicks were arriving and had no idea which ones became customers.
What we did
Turned the lights on
Conversion tracking for calls and form fills came first. Until that exists, every optimisation decision is guesswork.
Cut the browsers out
Built a negative keyword list from the actual search terms report — a large share of spend was going to informational searches from people comparing panel types, not buying.
Restructured around intent
Rebuilt campaigns around searches signalling readiness to buy, with ad copy matched to each.