Case Studies
Real results from AI-powered Google Ads management. All case studies are anonymized to protect client confidentiality.
Context: Regional HVAC and plumbing company running Google Ads across 12 metro areas. Monthly spend: $45K. Managing 50+ campaigns manually with no bid automation. High CPA and declining lead volume over 6 months.
Audit Findings
- 347 keywords with zero conversions in 90 days consuming 28% of budget
- No negative keyword lists — broad match terms triggering irrelevant searches
- 12 campaigns using manual CPC with no bid adjustments in 4+ months
- Conversion tracking counting page views as conversions (inflated CPA)
- No location bid adjustments despite 4x CPA variance across metros
Actions Taken
- Paused zero-conversion keywords, reallocated budget to top performers
- Built comprehensive negative keyword lists from search term analysis
- Migrated to Target CPA bidding with geo-specific targets
- Fixed conversion tracking — properly tracking phone calls and form submissions
- Added location bid adjustments based on historical conversion data
Context: Series A SaaS company spending $28K/month on Google Ads for demo requests. Low Quality Scores, high CPC, and scaling challenges. In-house marketing team with limited PPC expertise.
Audit Findings
- Quality Scores averaging 4/10 across 85% of keywords — ad copy / landing page mismatch
- Single ad group with 200+ keywords (no thematic grouping)
- Competitor brand terms consuming 35% of budget with 0.8% conversion rate
- No remarketing campaigns despite 45K monthly site visitors
- Enhanced CPC with max CPC bids set 2 years ago, never adjusted
Actions Taken
- Restructured into tightly themed ad groups (SKAG-inspired) with matching ad copy
- Separated competitor campaigns with dedicated budget cap and landing pages
- Created RLSA campaigns targeting site visitors with higher bids
- Migrated to Target CPA with proper conversion value tracking
- Generated new responsive search ads with AI-optimized headlines
Context: Mid-size e-commerce retailer with 2,000+ SKUs. $85K/month budget split between Search and Performance Max. ROAS declining quarter-over-quarter despite increasing spend.
Audit Findings
- Performance Max cannibalizing brand Search traffic — 60% of PMax conversions were brand
- Feed quality issues: 340 products missing GTINs, 120 with truncated titles
- No product segmentation — all SKUs in one asset group
- Search campaigns had no brand exclusions from PMax overlap
- Conversion value tracking using revenue, not profit — optimizing for low-margin SKUs
Actions Taken
- Added brand exclusions to Performance Max campaigns
- Segmented PMax into 6 asset groups by product category and margin tier
- Fixed feed: added GTINs, expanded titles with key attributes
- Switched to profit-based conversion value tracking
- Reallocated budget from underperforming categories to top performers
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All case studies represent anonymized, aggregated data from real accounts. Individual results vary based on account history, industry, competition, and budget. Past performance does not guarantee future results.