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A clearer campaign for a local roofing business.
Tighter locations, more relevant searches, and a better route from the ad to the website.
Implementation snapshot
The challenge
The account needed a more focused connection between its service area, search intent, and the experience after an ad click. The immediate priority was to improve the campaign’s foundations before increasing investment.
The work
- Reviewed campaign performance and cleaned up the account structure.
- Narrowed location targeting to the core service area.
- Added relevant roofing search terms and a negative keyword list for job-related traffic.
- Changed the ad destination away from a calculator and refreshed ad copy and assets.
What the record supports
The recorded work includes campaign cleanup, location changes, new search terms, negative keywords, a revised ad destination, and published ad assets.
What happened next
The follow-up review focuses on search terms, call quality, relevant enquiries, and spend. No post-change uplift is claimed in this snapshot.
The takeaway
Fix the basics before asking a campaign to scale. A larger budget cannot resolve irrelevant searches or an unclear next step.
Anonymized work example. Client identity and private account details are withheld. Results from one engagement do not predict another.
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