Work · Case study · Google Ads / PPC
PPC performance & lead efficiency
Sample Google Ads case study with campaign KPIs — spend, clicks, conversions, CPA, CVR and ROAS.
PPCAnalyticsLead Generation
Account IDs and exact client names redacted. Upload blurred Ads dashboard screenshots when publishing real work.
Results
Sample dataSample$12,400Spend
Sample8,920Clicks
Sample186Conversions
Sample$66.67CPAWas $98
Sample2.1%CVRWas 1.4%
Sample3.4xROAS
Context
Overview
This sample shows how a performance marketing engagement is documented: objectives, structure, tracking integrity, then campaign-level KPIs with clear sample labeling.
Business
Client / business context
Lead-gen focused brand (sample) · Home services
The challenge
What was wrong
Spend was spreading across loosely structured campaigns; conversion tracking was incomplete; CPA targets were missed without a clear diagnostic loop.
Objectives
What success looked like
- Stabilize conversion tracking (GA4 + Ads)
- Rebuild campaigns around intent and geography
- Improve CPA / CPL toward target band
- Document weekly optimization evidence
My role
What I personally owned
Performance marketing lead — account strategy, bidding, creative testing cadence, analytics QA.
Approach
Strategy
Separate brand, high-intent search and remarketing; fix measurement before scaling; optimize toward CPA with ROAS as a secondary check where revenue was available.
The approach
How the work moved
01
Tracking QA
Verified primary conversion actions, enhanced conversions where appropriate, and aligned Ads ↔ GA4.
02
Account rebuild
Intent-based campaign structure, negatives, ad assets and landing-page match.
03
Optimization loop
Weekly search-term mining, bid and budget shifts, creative experiments with held-out comparisons.
PPC campaign performance
Sample dataSample$12,400Spend
Sample8,920Clicks
Sample186Conversions
Sample$66.67CPA
Sample$66.67CPL
Sample2.1%CVR
Sample3.4xROAS
Campaign metrics
Sample data| Campaign | Spend | Clicks | Conv. | CPA / CPL | CVR | ROAS |
|---|---|---|---|---|---|---|
| Brand search (sample) | $2,100 | 2,400 | 72 | $29.17 | 3.0% | 5.1x |
| High-intent non-brand (sample) | $7,800 | 4,820 | 98 | $79.59 | 2.0% | 2.9x |
| Remarketing (sample)Sample — efficiency varies by window | $2,500 | 1,700 | 16 | $156.25 | 0.9% | 2.2x |
Evidence
Ads dashboards
Stack
Tools & technologies
Google AdsGA4GTMLooker Studio
Evidence
Screenshots & evidence
Before / after
CPA
$98$66.67Sample
CVR
1.4%2.1%Sample
Takeaways
Lessons learned
- Scaling before tracking integrity wastes budget.
- Landing-page message match often moves CVR more than bid tweaks alone.
- Sample: document both CPA and lead quality — cheap leads can still fail the business.
Next