Situation

The company was running multiple Google Ads campaigns for lead generation, but performance varied across campaigns and keywords. There was limited clarity on which campaigns were truly driving efficient leads, and competitive pressure was increasing in key markets.

Task

My role was to maximize lead generation efficiency by improving ad performance, increasing ad rank versus competitors, and optimizing budget allocation across existing and new campaigns.

Action

I first built weekly and monthly performance dashboards in Looker Studio, consolidating Google Ads metrics to gain a clear view of campaign performance, keyword efficiency, CTR, conversions, and cost per lead.

I conducted competitive research and keyword analysis to identify high-intent, high-performing keywords and deprioritize low-efficiency ones. Budgets were reallocated toward top-performing keywords to increase impression share and conversion potential.

For mature, high-performing campaigns, I implemented Target CPA bidding to stabilize and scale conversions efficiently. For new campaigns and keyword tests, I used lower budgets with conversion-focused bidding, allowing controlled experimentation while expanding market coverage. In parallel, I collaborated on landing page optimization to improve relevance, Quality Score, and conversion rate.

Result

The optimization strategy led to a 20% increase in total leads, while cost per lead decreased by 30%. Improved keyword relevance and bidding strategies drove a 25% increase in click-through rate (CTR), strengthening ad rank and competitive positioning. Overall, the project delivered higher lead volume at a significantly lower acquisition cost.