Google Ads Search Campaign

The Challenge

A professional services firm was running Google Ads but struggling with a 2.1x ROAS—barely breaking even after ad spend and overhead. Their ad copy was generic and didn't differentiate them from competitors. Many clicks weren't converting because the landing page didn't match the ad messaging.

The Approach

I rewrote the entire ad structure:

• Identified the high-intent keywords they should focus on (vs. wasting budget on low-intent searches)
• Created ad copy that spoke directly to pain points and quantified benefits
• Aligned landing page copy with each ad variation for consistency
• Added ad extensions and strategic CTAs to improve quality score

Key Copy Elements

"Cut Operations Costs by 30% — See How [Firm Name] Helped 200+ Companies Save $2M+ Combined"

This headline immediately addresses ROI, includes social proof, and quantifies the benefit—everything a decision-maker looks for in Google Search.

Results

Within 60 days, the new ads achieved:

• 5.2x ROAS (a 148% improvement)
• 38% increase in qualified leads
• Average customer acquisition cost decreased by $180
• Quality Score improved from 5 to 8 (reducing cost-per-click by 22%)