Google Account Audit/Optimization
VEA® was allocating approximately $100 daily on Google ads, resulting in an average Cost Per Purchase (CPP) of $6.54 and a Return on Ad Spend (ROAS) of 8.07. Just one week after implementing our modifications, their CPP decreased to $4.24, while their ROAS rose to 13.87. A month later, their CPP stabilized around $3.74, marking a 43% reduction in CPA, and their ROAS reached an impressive 14.44. Initially, they lacked a clear strategy for their Google ads, simply running campaigns that yielded a profitable ROAS—understandably, given their results. If they had realized they could cut 43% of their spending without impacting conversions, they likely would have sought our assistance right from the start, potentially saving them thousands of dollars, and for larger clients, this could mean tens of thousands wasted unnecessarily. Their campaigns mainly consisted of warm and cold search ads, alongside some YouTube ads. They couldn't use shopping ads since they were selling a digital product, though that would have been a valuable avenue to explore as well. The account relied heavily on smart campaigns, which allow Google to operate with minimal data feedback. While smart campaigns can be effective when managed correctly, they needed to categorize their keywords within campaigns and eliminate those that were incurring costs without converting. This would clarify which keyword types warranted more attention and maintain better organization within the account. While we may not be the foremost experts in this area, our experience with substantial Google ad spending has provided us with valuable insights. We identified 5-10 significant issues in their account, and once we addressed them, their Cost Per Purchase continued to decline.