Running a Google Ads campaign is not just about setting up ads, it’s about analyzing, testing, and optimizing every element to get the most out of every click. In August 2025, a client took my Google Ads service and I got an opportunity to work with a construction company providing repair services across Singapore. The goal was simple, getting quality leads over phone call and lead form.
In this Google Ads case study, I’ll share how I transformed a newly launched campaign with average performance into a high-performing, cost-efficient traffic generator in just one month. How smart optimization, testing, and data-driven decision-making can dramatically improve results from higher CTR and clicks to reduced CPC and better conversions.
Table of Content
- Account Setup & Campaign Planning
- Phase 1: September Performance - First Month Result
- Phase 2: Data Analysis, Research & Optimization
- - Optimization Methods Used
- Phase 3: October Performance - The Changing Results
- Phase 4: September vs October Performance
- Phase 5: Dominating the Auction Insights
- Lessons Learned from this Project
- Conclusion
- FAQ
This was the first time this client is running ads. So, the project starts with a long client meeting, where I got detail insights of my client’s business, its operation, business goal, etc. Then I draft a marketing plan to reach that goal. I discuss about my planning, budget, and the possible outcomes.
Account Setup & Campaign Planning
As I told earlier this client is new to Google Ads, I have to setup his Google Ads account, Google Tag Manager, Google Analytics and other necessary tools. I setup his billing method and did advertiser verification. At the same time I was preparing for the ads. After hours of analyzing the current market, I did keyword research keeping in mind the has a very limited budget for ads. I crafted compiling ad copies that will hook the audience.
Launched the Google search ads campaign in the last week of August 2025. All the conversion tracking, I enabled with GTM and use custom URL parameter to track and analyze data.
Phase 1: September Performance - First Month Result
In September, the campaign was just launched. Like any new campaign, it started with a testing phase to understand user behavior, keyword performance, and ad engagement.
During this stage, the campaign generated:
Moderate clicks
Low click-through rate (CTR)
High cost per click (CPC)
While the results were a decent starting point, they revealed clear improvement opportunities. The campaign was reaching users, but not necessarily the right ones and the ad relevance could be improved to reduce costs and increase engagement.
Phase 2: Data Analysis, Research & Optimization
After collecting enough initial data, I analyzed performance metrics such as search terms, audience engagement, and location breakdowns. This helped identify where we were overspending and which keywords or audiences were actually driving valuable clicks.
Optimization Methods Used:
Keyword Optimization: I refined the keyword list removing irrelevant and low-performing keywords, adding high-intent ones, and adjusting match types for more precise targeting.
Location Testing: I tested different geographic areas to identify where engagement and conversions were highest. This allowed me to focus more budget on regions with strong performance and reduce spend in underperforming locations.
Ad Headline Testing: By creating multiple ad variations, I tested headlines and descriptions to find which messaging connected best with the target audience.
Search Intent Analysis: I reviewed the search terms report to ensure that the ads were showing for intent-driven queries to the people who were genuinely looking for the service.
Negative Keyword Filtering: Added negative keywords to eliminate irrelevant traffic and prevent wasted ad spend.
Through these changes, I shifted the campaign from “broad and costly” to “focused and efficient.”
Phase 3: October Performance - The Changing Results
After implementing the optimization strategies, the campaign performance improved dramatically in October. The ads started reaching a more qualified audience, the engagement rate grew, and the average CPC dropped significantly.
Here’s what changed:
The CTR skyrocketed, showing that users found the ads much more relevant.
The CPC dropped by more than half, meaning the campaign became far more cost-efficient.
The click volume more than doubled, driving much more traffic for the same budget.
This improvement proved that data-driven optimization, consistent testing, and the right bidding strategy can completely change a campaign’s performance. In short the optimization didn’t just improve numbers, it transformed ad efficiency and ROI.
Phase 4: September vs October Performance
When comparing both months side by side, the difference became crystal clear:
Clicks increased by 133%
CTR improved by 227%
CPC dropped by 52% (nearly half!)
Conversion rate reached 9.42%, which is above the industry standard for most campaigns
This means not only did the campaign drive more traffic, but it also attracted more qualified users who were genuinely interested in the offer.
Such results highlight the importance of continuous testing and analysis — because the real power of Google Ads lies in optimization, not just setup.
Phase 5: Dominating the Auction Insights
The auction insights report told an even more impressive story. My ad achieved a visibility of 20%, while competitors were below 10%. This means my ad appeared in more auctions, giving it higher visibility and better chances of getting clicks.
Additionally, the campaign achieved an Optimization Score of 96.2%, which reflects strong performance alignment with Google’s best practices.
This level of optimization indicates that not only was the campaign efficient in terms of metrics, but it was also technically optimized for maximum visibility, ad quality, and relevance.
Lessons Learned from this Project
Optimization is continuous. You can’t “set and forget” a campaign. Constant data review, keyword analysis, and A/B testing are essential.
Quality over quantity. It’s not about spending more; it’s about spending smarter.
Testing drives success. Whether it’s locations, headlines, or bid strategies — testing helps you find what truly resonates with your audience.
Relevance wins. Ads that connect better with user intent get higher CTRs, lower CPCs, and better conversion rates.
Conclusion
This case study is a perfect example of how thoughtful optimization can completely change the performance of a Google Ads campaign. By analyzing the data, testing strategies, and refining targeting, I was able to deliver more traffic, stronger engagement, and higher ROI, all while cutting costs.
My goal is to help businesses grow faster through data-driven Google Ads management. Every click counts and when managed properly, every click can become a conversion.
FAQ
Most of the key improvements including higher CTR and lower CPC became visible within the first few weeks of optimization. However, consistent performance tracking and fine-tuning continued throughout the month to sustain results.
The best results came from a mix of keyword optimization, location testing, and ad copy refinement. Adding negative keywords and testing multiple headlines also played a big role in improving ad relevance and reducing wasted spend.
Success isn’t based only on clicks, it’s about achieving the right balance between traffic quality, engagement, and cost-efficiency. Metrics like CTR, CPC, conversion rate, and auction visibility are all analyzed together to measure true campaign success.
Yes, absolutely. While the numbers may vary, the core optimization principles keyword refinement, audience testing, and performance tracking — can be applied across almost any industry to improve ad efficiency and ROI.
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