Case Study
Google Ads management for an established online licensing business.
A long-term Google Ads engagement focused on moving from broad traffic acquisition toward tightly controlled, commercially valuable search intent.
Industry:
Online licensing
•
Client since:
2022
•
Monthly ad spend:
Approximately $12,000
The Situation
More traffic was not necessarily better traffic.
The account was originally reaching a relatively broad range of searches around the client’s services. That generated traffic, but traffic volume alone was not the objective.
The more important question was which searches represented genuine commercial intent and which were consuming budget without being closely aligned with what the business actually wanted to sell.
The Strategy
Narrow the account around intent.
Over time, the campaigns were progressively tightened around searches with much clearer commercial intent. The aim was not to maximize clicks. It was to make each click more relevant to the economics of the business.
Tighter keyword targeting.
Campaigns became increasingly focused on searches that closely matched the services the client wanted to sell.
Campaigns became increasingly focused on searches that closely matched the services the client wanted to sell.
Search-term control.
Actual queries were reviewed continuously so irrelevant and lower-value intent could be excluded.
Actual queries were reviewed continuously so irrelevant and lower-value intent could be excluded.
Budget concentration.
Spend was directed toward the parts of the account with the strongest commercial rationale instead of treating all traffic equally.
Spend was directed toward the parts of the account with the strongest commercial rationale instead of treating all traffic equally.
Landing-page alignment.
Higher-intent campaigns were paired more closely with pages designed around the specific service being searched for.
Higher-intent campaigns were paired more closely with pages designed around the specific service being searched for.
The Shift
From broad acquisition to high-intent search.
The account today is substantially more selective than it was at the beginning of the engagement.
Rather than trying to capture as much related search traffic as possible, campaigns are concentrated around queries where the user’s intent closely matches a commercially valuable service.
Proof
A multi-year Google Ads relationship.
Managed since 2022
Ongoing account management rather than a one-time rebuild or short-term optimization project.
Ongoing account management rather than a one-time rebuild or short-term optimization project.
Approximately $12,000/month
Current Google Ads spend managed across the client’s paid-search activity.
Broad traffic → high-intent search
The account has been progressively narrowed around searches with stronger commercial relevance.
Why It Matters
The goal isn’t to buy the most traffic.
Google Ads makes it very easy to expand reach. The harder decision is knowing when additional reach stops being valuable.
In this account, the long-term direction has been toward greater selectivity: fewer assumptions based on traffic volume and more attention to the searches most closely connected to real business value.
Client Confidentiality
The client is intentionally not identified. Industry details and performance information are limited to what can be shared without revealing the business or commercially sensitive account data.
Your Account
Paying for more traffic than you need?
If you’re already spending at least $4,000 per month, I can take a look at where your Google Ads budget is going and what deserves closer attention.
Your inquiry goes directly to Hendrik.