Google Adwords - Woodworking Company

At the time of appeal, the client conducted advertising campaigns on his own, without deep knowledge of Google Ads.The conversion price (the calls) was fit, but there was a need for consultation to increase the efficiency of the advertising account.What was done:
audit of the account, the most effective advertising campaigns are identified;
The trade campaigns were developed, the feed was reinstalled through the Merchant Center to set up the automatic data update; the main campaign was decided to be divided into 3 depending on the regions, as due to competition for different regions it was decided to promote different groups of goods;
Changes to the structure of search campaigns have been made, as duplicates and crossings of keywords, irrelevant requests have been identified;
cross-minus campaigns and groups of ads, formed and added lists of minus words;
In order to increase the visibility of the ads and to get more views over the search results, rates have been increased;
Approximately since May, automatic strategies have been connected where it was appropriate.As a result of optimization, the number of calls and conversions on the site has increased significantly.The cost of the target action decreased more than three times.The customer was able to increase the advertising budget and get to the planned level of sales.