Paid Media

Scaling Google Ads Accounts

Ambitious brands are always looking to achieve more from their paid media campaigns. It’s not uncommon for us to work with a client who has a Google Ads account that’s performing at a satisfactory level but wants to scale. Generally, this involves balancing increasing budgets whilst maintaining profitability. In these circumstances, we find that minor inefficiencies scale alongside everything else. Understanding these inefficiencies in Google Ads demands a systematic approach. Digital advertising budgets require careful management, and small adjustments often yield substantial returns.

Recently, a client approached us with perfectly adequate performance metrics. Their campaigns generated positive returns, yet deeper analysis revealed untapped potential within their account structure. We identified multiple areas where spend optimisation could drive enhanced results.

The initial PPC audit highlighted several critical factors affecting campaign performance. Keyword relevance played a central role, with certain terms consuming budget without delivering proportional value. Geographic targeting showed room for refinement, and campaign scheduling needed adjustment to align with peak conversion periods.

While more budget was available than being spent, our response focused on eliminating waste. The process started with a thorough assessment of campaign metrics to measure efficiency – we analysed cost per acquisition across different segments, assessed quality scores, and evaluated landing page performance.

The implementation phase brought significant changes:

  • Restructured campaign hierarchies to improve budget allocation
  • Refined keyword match types to increase targeting precision
  • Adjusted bid strategies based on performance data
  • Implemented dayparting to focus spend during peak conversion hours
  • Created negative keyword lists to prevent irrelevant clicks

These modifications established a stronger foundation for growth. The account demonstrated improved efficiency within weeks, setting the stage for an aggressive expansion. Performance metrics showed a marked improvement, with return on ad spend increasing by more than 50% setting us up to maintain profitability while increasing spend.

The success stemmed from asking ourselves precise questions about account performance:

  • Which campaigns deliver suboptimal returns?
  • How do specific products perform against spend levels?
  • What traffic quality metrics require improvement?
  • Where can we redirect spend to higher-performing segments?

The difference between a 5x and 10x return on ad spend (ROAS) often lies in granular optimisation. Regular account audits reveal opportunities for improvement, while consistent monitoring prevents performance degradation. These practices form the core of our ongoing strategies and we believe successful Google Ads management requires continuous refinement. The process demands attention to detail, data-driven decision making, and systematic implementation of improvements.

ROAS improvements come from identifying and addressing inefficiencies across an account. Better results require methodical analysis, strategic adjustments, and consistent monitoring of performance metrics.

If you’d like to learn more about our approach to Google Ads or any of our other marketing services, please get in touch.

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