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- Ad review: outdated formats were found, which limit management and growth of campaigns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account is correctly structured and has relevant semantics; however, the current advertising operates "blindly" due to outdated ads and lack of analytics.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
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- Ad review: outdated formats were found, which limit management and growth of campaigns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