We were brought on board at a crucial time when the client was approaching the school summer holidays, a period historically marked by lower demand. This seasonal downturn necessitated a reduction in budget to align with anticipated lower consumer activity.

The challenge was clear: to optimise the Google ads campaigns to ensure that the client could achieve their conversion goals while operating with a reduced budget, all without sacrificing performance.

Our strategy focused on optimising the PPC campaign by meticulously refining keywords, trialling bidding strategies, and eliminating budget wastage through continual SQR deep dives. We also enhanced audience targeting and crafted resonant ad copy to ensure a strong CTR and conversion rates during a period of reduced budgets and lower seasonal demand.


This was achieved by focussing on two key pillars:

Eliminating Poor Quality Traffic

We identified and removed some core keyword themes that had high CPCs, took some soft conversions on site but profitable action.

This also included modifying ads that were generating clicks but not conversions, as well as refining our targeting criteria to exclude low-intent audiences.

We stress tested reducing bids and implementing strategies that allowed us to achieve a more efficient CPC

Enhanced Audience Targeting

By honing in on specific demographics, behaviors, and interests, we were able to tailor our ads more effectively.

Understanding that the summer holiday period often brings a shift in consumer priorities, we updated our ad copy to speak directly to the needs and desires of our target audience during this time.

We crafted messages that were both compelling and relevant, highlighting offers and solutions that resonated with their current context.