PCS Software makes TMS (Transportation Management Software) used in the trucking industry. When I first started working with them, they had a Google Ads account, but no lead (conversion) tracking in place, so it was difficult to measure and optimize campaign performance. They also had no established KPIs or performance goals.

First, I had to create goals in Google Analytics and import them into the Google Ads account.

Next, I worked with the client to set a monthly budget and lead generation targets. Each month I would manage the ad account (optimizing bids, pausing poorly converting ads and keywords, etc.) so that lead generation was maximized as much as the ad budget would allow. I had bi-weekly calls with the client to review the results and receive client feedback.

Over the next few months, I continued to optimize the ad campaigns and as results improved the monthly ad budget was increased and is now over 4 times the original budget and the program was expanded to Microsoft (Bing Ads as well).