The account had no reliable conversion tracking. Form submissions were not being recorded accurately. UTM parameters were broken so there was no way to trace which campaigns and keywords were driving leads. The campaign structure was loose with broad match keywords pulling in low-intent traffic. There was no ad schedule, no ngram analysis, and no negative keyword strategy in place. Budget was being spent without any clear picture of what was working.

Fixed conversion tracking at the source by auditing and correcting form fields to capture the right data. Rebuilt UTM tracking to ensure every lead was attributed to the correct campaign, ad group, and keyword. Set up a Looker Studio dashboard to give full visibility into performance in real time. Ran ngram analysis to identify wasted spend patterns and built a targeted negative keyword list to eliminate irrelevant traffic. Restructured the account with tightly themed ad groups focused on high-intent motivated seller keywords. Built an ad schedule based on peak conversion windows to stop spending during low-performance hours.

163 confirmed lead form submissions at $151 cost per lead over seven months. Total spend of $34.8K across 8.63K clicks. Every conversion tracked accurately and attributed to the correct source.