When the ad budget is spent every month but it is unclear which campaign drives sales, the first idea is usually to raise the budget. Yet if measurement is wrong, a bigger budget only makes the problem bigger. At Kamaksan Makina our goal was not to grow the budget but to increase the return on every lira spent.
In the end, return on ad spend rose 2.3x without a bigger budget and ROAS reached 7.9: every lira spent on ads brought back about 7.9 lira in revenue. Here is the path we took.
1. Measurement first
We set up and verified conversion tracking so each sales action could be measured on its own. Without this step every optimisation is a guess. Make sure what the ad platform calls a “conversion” is really an action that matters to your business.
2. Build the account around the business
We rebuilt the account around product groups, each with its own budget and target. That way a well-performing product group no longer quietly carried the budget of a weak one, and the real performance of each group became visible.
3. Cut irrelevant clicks
We built negative keyword lists from search term reports. It is one of the least discussed but fastest-acting tasks: budget spent on searches that will never sell goes straight to the campaigns that work.
4. Match the ad and the page
We refreshed ad copy and landing page match for each product group. Whatever users see in the ad, they should find when they click. That match improves both the conversion rate and the ad's quality assessment.
5. Tie bidding to the goal and review every week
We set the bidding strategy to a return target and kept tuning it weekly. Small, measurable decisions instead of big leaps add up to a big difference over time.
The same logic works for lead generation
For businesses that collect quote requests rather than sales, the approach is the same. At UKBEM Certification we rebuilt the ads around enquiries and simplified the pages; the same traffic produced 1.8x more enquiries.
If you can't see clearly where your ad spend goes, have a look at our Google Ads service or let's review the situation together.