Audit and optimization of Google Ads for funeral services.

Client's goal:

Increase the number of applications and calls through search advertising, stable operation of advertising campaigns, and growth in budget efficiency.

What has been done:

- An audit of the advertising account structure was conducted: campaigns are logically divided by service areas (monuments, fences, landscaping, memorial complexes)
- Analysis of keywords and search queries: the semantics correspond to commercial requests, negative keywords were added, no irrelevant queries were identified
- Ad review: outdated formats were found, which limit management and growth of campaigns
- Review of extensions: clarifications, additional links, phone number, logo, and images were connected
- Analysis of campaign settings: targeting for the Almaty region, working hours 09:00–21:00, budgets $6.90–$8.80/day
- Analytics analysis: GA4 is not connected, conversions (calls, forms) are not tracked
- Google Business Profile check: connected and used to increase trust and CTR

Recommendations for optimization and reconfiguration:

- Create responsive search ads (RSA) for the ability to edit texts, domains, and improve metrics
- Connect GA4 and set up conversion tracking (calls, forms) for accurate effectiveness analysis
- After the campaign training phase, review the bidding strategy and budget allocation
- Continue monitoring metrics after reconfiguration to enhance stability and predictability of campaigns

Conclusion:

The advertising account is correctly structured and has relevant semantics; however, the current advertising operates "blindly" due to outdated ads and lack of analytics. After reconfiguration and connecting GA4, there is high potential for:

- increasing the number of applications and calls
- improving CTR and traffic quality
- stable and predictable operation of advertising campaigns