Setting up Google Ads for Event Agency Holidays | $4 ice

Introduction:
A client approached me with their own website and the desire to set up a pay-per-click advertising campaign. They already had some results from a self-set campaign, but analysis showed that it was amateurishly done.

Issues with the first campaign:
Keywords were chosen illogically.
All keywords were lumped into one campaign with just one ad.
The client claimed to have gained four potential clients, but we could not verify this due to a lack of synchronization with analytics.
Our Actions:
Campaign Restructuring: We decided to completely overhaul the pay-per-click campaign. We identified 14 main groups of keywords, categorizing them by geography, type, and target audience.
Results on the First Day: After launching the updated campaign, we spent only 9 hryvnias and obtained one lead, indicating a poor choice of strategy.
Adjustments and Further Testing: I changed the match type to broader and collected more negative keywords. However, effectiveness was still low, so we decided to run a single campaign with a broad match type and a large number of negative keywords.
Creating a Thank You Page: As the client did not have a thank you page, I integrated the Google Ads conversion tracking code, which allowed for better control of the results (faster data transmission times mean quicker learning for the campaign).
Final Results:
After making changes, we began to receive about 2 leads per day, spending up to $8 (200 hryvnias), with the cost per lead around $3.60 (90 hryvnias).
Several potential clients made prepayments and became our clients.
Next Steps:
We continued our collaboration, increased the daily budget, and scaled the campaign.
We launched additional campaigns on Facebook and Instagram.
Our primary goal was to outbid all competitors and be at the top to get many clicks. We are ready to continue our cooperation and optimize the campaign, considering all possible changes and seasonality.