Google Ads optimization for a scrap metal recycling company

Optimization and restructuring of the Google Ads account for a company engaged in metal scrap collection in the local market. At the start of the collaboration, the advertising was already running, but it did not provide a stable flow of applications and lacked proper performance tracking.

Main issues:
— Lack of set conversions
— Ineffective structure of search campaigns
— Underdeveloped semantics
— Absence of negative keywords
— Limited use of audiences

What was done:
• Set up proper conversion tracking
• Completely reviewed and expanded the semantic core
• Added relevant keywords
• Processed the list of negative keywords
• Changed the structure of search campaigns
• Added audience signals
• Launched Performance Max for scaling

Result:
— Formation of a stable flow of applications
— Increased efficiency of budget usage
— Advertising became a manageable and predictable tool for attracting customers