Google Ads Campaign for a Local Business in the USA

Client: А surf school operating in Miami and Los Angeles.
Goal: Reduce the cost per booking and increase ad profitability. All bookings go through the website.

What I did:
— Properly set up conversion tracking in GA4 and Google Ads. Previously, micro-events (like page views) were counted as conversions, which distorted performance analysis.
— Launched new Google Search ad campaigns.
— Excluded Spanish-language impressions.
— Optimized negative keywords list.

Result:
— Average booking cost: $25
— ROAS: 400%

For example, in the Surf LA - December 2024 campaign, booking cost was $21, conversion rate — 7.49%, CTR — 13.4%.