This is a case study of a B2B material handling manufacturer in North Carolina, USA. I took over this account during mid-April 2022. This was a small spending account with monthly budget of USD $1500

Please find the project specifics below:

Goal:
 - Reduce cost/lead
- Grow the leads within the same monthly budget

Tools & Technologies used:
- Google Ads
- Google Analytics
- Google Tag Manager

Challenge:
The brand has been running Google ads account from 2021 onwards but is not able to sustain the lead flow month-over-month.

Approach:
- Prioritized the budget allocation to the top performing keyword themes
- Added account-wide negatives to counter irrelevant searches and prevent wasted ad spend

Result/Outcome:
By proactively adding account-wide negative keywords and prioritized budget allocation on converting keywords, the manufacturer saw 150% increase in the leads/month and 40% drop in CPL (cost-per-lead)