GOOGLE ADS PORTFOLIO AND CASE STUDIES
Google Ads campaign results in practice
I show examples of campaigns run for different industries and goals. Instead of focusing only on clicks, I analyse costs, traffic quality, budget use and the data needed for further optimisation.
Google Ads campaign case studies
Every campaign has a different goal, budget, service range and starting point. Below I show three specific examples and the data used to evaluate costs, traffic and the next direction for optimisation.
GOOGLE ADS CASE STUDY – ENTERTAINMENT PROJECT
Google Ads for an entertainment project
Campaign goal
The campaign was designed to bring users interested in the entertainment offer to the website while quickly showing which messages and advertising directions generated the most valuable traffic.
What I did
I organised the campaign structure, ad groups and traffic routing. I regularly compared click costs, CTR, budget use and user behaviour after reaching the website. Weaker elements were reduced and more budget was directed to parts of the campaign producing better data.
What the data shows
The screenshots show the campaign from several perspectives: an overall summary, changes over time and a table of key metrics. The focus was not only on click volume, but on keeping costs under control and checking whether the traffic actually matched the promoted offer.
GOOGLE ADS CASE STUDY – LOCAL CAMPAIGN
Local Google Ads campaign
Campaign goal
The goal was to reach people in a specific area who could realistically use the local offer. The campaign directed users to the website, helped them learn about the service and aimed to increase the number of valuable visits.
What I did
I focused the campaign on the relevant service area and checked that the budget was not being spent on irrelevant locations or overly broad searches. I analysed costs, clicks, user behaviour and the campaign elements that provided the best basis for further optimisation.
What the data shows
The data shows the local campaign through its main metrics and performance over time. In this type of project, ads should not be judged only by the number of visits. It also matters where users come from and whether they actually engage with the offer after clicking.
GOOGLE ADS CASE STUDY – HVAC INDUSTRY
Google Ads for an HVAC company
Campaign goal
The campaign targeted people searching for air conditioning, installation, servicing and other HVAC solutions. The priority was to send traffic to the right services rather than collect random clicks from broad searches.
What I did
I divided the campaign by services and user intent, then monitored search terms, costs and target locations. Negative keywords and ongoing optimisation helped reduce traffic from people looking for instructions, jobs, parts or solutions unrelated to the company’s offer.
What the data shows
The screenshots show the campaign summary, changes in results and a more detailed view of the data. Click costs in HVAC can be high, so it is important to consistently remove weak searches and move budget towards services with greater enquiry potential.
What do I monitor when managing campaigns?
Campaign performance cannot be reduced to a single chart. I combine data from the advertising account with what happens after users reach the website.
Search terms
I check what users are actually searching for and which queries should be added as negative keywords.
Costs and budget use
I compare click costs, ad groups and the campaign elements consuming the most budget.
Traffic quality
I check whether the ad leads to the right page and attracts people genuinely interested in the specific offer.
Next direction
Based on the data, I reduce weak elements and develop the parts of the campaign with greater potential.