While Evolution Laser Clinic had worked with an agency previously, they were not nearly achieving the results they would have liked from their Google Ads campaigns. After auditing their account, I discovered a basic Google Ads set-up that lacked ‘intent’ targeting and poorly tracked conversions. I had proposed the following;

• Amend their lack of accurate tracking.
• Propose new Remarketing and Google Search Ads strategies.
• Create highly segmented campaigns for each clinical service.

The biggest issue was the lack of proper tracking which made it difficult to track the accuracy of the campaigns. I had started off first with tracking implementation and then curated a new Google Ads campaign build strategy. Items in the strategy include:

• Setting up a more accurate tracking method of all conversion elements.
• Looking into creating more service and location-specific campaigns.
• Finding the best-performing ads for the client.
• Auditing conversion/goal tracking across all accounts.
• Putting together monthly reporting for both clients and experts.
• Researching long-tail keywords to test for lower CPCs. One of the most effective strategies was to create individual non-branded campaigns for their services, including ad-group variations of keywords for the same service.
• Utilising ad extensions and demographic targeting to narrow down the target audience