Google Ads contextual advertising for a real estate agency

Final result:
Increase in the number of conversions by 19 times.
Decrease in the cost of conversions by 8.5 times.
Increase in the advertising budget by 2.2 times.

Start of work on the project: April 2019. Case period: March-August 2019.
In this case, conversions were feedback forms on the website, requests for viewing and calculating installments for certain residential complexes, as well as a callback widget from Binotel.
Such optimization of advertising campaigns became possible due to a detailed audit of the advertising campaigns, which revealed and corrected a number of errors:
- incorrect structure of the advertising account, including the non-use of different types of advertising campaigns,
- use of ineffective bidding strategies
- ignoring some landing pages of the website that were not used for ad targeting
- weak selection of keywords for ad display and their match types
- negative keywords were not worked out well enough, which in turn led to not very targeted traffic
- ineffective use of the advertising budget across advertising campaigns.
During the month of April, it was possible to correct most of the errors, as a result of which we were able to scale and increase the budget by 2.2 times. In addition, due to constant optimization of the advertising campaigns, I managed to reduce the cost of conversion month by month, despite the increase in the advertising budget (which usually excludes such a possibility, as during scaling, the cost of conversion almost always increases).