The client’s Google Ads campaign faced several issues due to the use of a basic guided setup. The campaign structure was not optimized to capture all potential opportunities. Specifically, the campaign was set up with broad location targeting and broad match keywords, which led to irrelevant traffic. The use of limited ad extensions restricted the ad’s visibility and potential for engagement. Furthermore, the ads relied solely on expanded text ads, missing out on newer ad formats such as responsive search ads, which could have enhanced performance.
Additionally, crucial aspects such as lead form conversion tracking were not implemented, making it difficult to measure and optimize for lead generation effectively. The landing pages linked to the ads were also not optimized for conversions, lacking elements such as clear call-to-actions, mobile responsiveness, and fast loading times.
