Google Ads audit and rebuild cuts paid search spend by 75% without reducing lead volume

Sector

International B2C brand

Services Delivered

Google Ads audit, PPC strategy, campaign rebuild, keyword optimisation, geo-targeting refinement, landing page optimisation, conversion improvement, cost-per-click control

The Challenge

The client had invested heavily in Google Ads, but account performance was being held back by inefficient campaign structure, wasted spend, and traffic that was not converting at a profitable level.

Budget was being consumed by non-performing keywords, underperforming geographic locations, and campaigns that were too broad to properly match user intent. At the same time, landing pages were not doing enough to turn paid traffic into enquiries, which meant the business was paying more than necessary to generate each lead.

When we took over the account, the brief was clear: reduce ad spend significantly, improve campaign efficiency, and protect lead volume.

The Solution

We carried out a full Google Ads audit to identify exactly where budget was being lost and where the account structure was working against performance.

From there, we rebuilt the account around commercial intent. That meant tightening keyword targeting, removing wasted locations, restructuring campaigns to better align with how users actually search, and improving the landing page experience to support stronger conversion rates.

Alongside the rebuild, we introduced tighter CPC controls to ensure paid traffic remained commercially viable and every click had a clearer route to conversion.

What We Did

• Audited the existing Google Ads account to identify inefficiencies, wasted spend, and structural issues
• Identified and removed non-performing keywords that were driving cost without contributing meaningful leads
• Excluded locations that were generating traffic but failing to convert
• Rebuilt campaigns around search intent to improve relevance and performance
• Redesigned landing pages to create a more conversion-focused user journey
• Applied maximum CPC limits to maintain cost efficiency across campaigns
• Refined targeting to focus spend on the highest-value opportunities

Why It Worked

This project succeeded because we did not treat the issue as a simple bidding problem. The real challenge was broader: the account structure, targeting strategy, and landing page experience all needed to work together.

By aligning campaigns more closely with user intent, we improved the relevance of the traffic being driven to the site. By removing waste from keywords and locations, we prevented budget from leaking into low-value activity. And by improving the landing pages, we helped more of that traffic convert once it arrived.

In other words, the result came from improving efficiency across the full paid search journey, not just cutting spend for the sake of it.

The Result

The client reduced Google Ads expenditure by 75% while maintaining incoming lead volume.

This gave the business a far more efficient paid search operation, lower acquisition costs, and a stronger platform for future growth. It also demonstrated the value of a properly structured Google Ads account built around intent, conversion, and commercial return rather than raw traffic volume alone.