The client is a world-leading software solutions provider for retail, pharmacy, forecourt, and hospitality businesses. 

They were seeing value from their paid media strategy but needed support improving the performance of their Google Ads campaigns. 

They partnered with Huble to increase lead acquisition and achieve specific KPIs, including lowering the cost-per-acquisition of leads and increasing conversion and click-through rates for ads.

The challenge

As a global company, the client runs multiple paid media campaigns across many regions. 

While this strategy is key to reaching a diverse audience, it created a situation where too many campaigns were run and ad messaging became fragmented. At the same time, the right region-specific keywords weren’t being targeted to appeal to local audiences. Old and non-performing ads and keywords were also in use. 

Overcoming these challenges required auditing every ad campaign, including their ad management process. Our analysis included landing pages, keyword performance, and search term reports.

Our solution

After an in-depth audit, we identified over 50 campaigns and 1000+ ad groups that needed to be reworked, or removed. 

With revised and region-specific keyword research, we consolidated ad groups into relevant topics — effectively halving the number of ad groups. 

We then overhauled and rewrote copy for the ads. Many ads, for instance, required updating from expanded text format to responsive text ads. This change ensured that ads adapted to display more relevant messages to customers.