Challenge
The account was already performing fairly well, but a full audit surfaced meaningful room for improvement, missed account settings, unclean keyword targeting, and a Performance Max campaign that was driving 85% brand traffic, cannibalizing organic demand instead of winning new customers.
Strategic Pivot
- Full Account Audit: identified missed settings, outdated keyword structure, and inefficiencies limiting performance.
- Keyword & Negative Cleanup: refined targeting and layered negatives to eliminate wasted spend.
- PMax Restructure: removed brand terms from Performance Max (previously 85% of its traffic), refocusing the campaign on genuine new-customer acquisition.