The problem
The client sells precision manufacturing products into a technical, considered market where buyers know exactly what they are looking for and search accordingly. The account was already running across Search, Performance Max and Display with a modest daily budget spread across several product-line campaigns.
The return was respectable but the account was working harder than it needed to. Budget was spread evenly rather than weighted toward the campaigns that repaid it, and the spend was reaching a wide audience rather than a qualified one. In a market this specific, breadth is not an advantage.
The opportunity was not more budget. It was better allocation of the budget already in place.
What we did
Spend moved toward the campaigns and product lines already proving they could repay it, and the ones that were not got capped.
The account now reaches fewer people but the right ones. In a technical category a smaller qualified audience converts better than a large general one.
Every subsequent decision was made against figures the business could stand behind, with continuous search term review keeping the account off broad traffic.
The results
Return climbed from 14.6X to 20X on a budget increase of less than $450. Reach tightened by roughly a third over the same window while conversion value grew by a third. The clearest signal that spend is now reaching people who intend to buy rather than people who happen to be nearby in the auction.
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We will review structure, budget allocation, targeting and conversion measurement, and show you where the return is being left behind.