The account had been running for months at a 2.8x blended ROAS — generating around $93,590 in average monthly conversion value on $33,100 of spend. Search impression share was stuck at 13–21%, meaning the account was losing on the auctions that mattered most. The campaign structure didn't isolate high-value booking intent from lower-quality traffic, and the geographic footprint was DMV-centric despite real demand in higher-value metros. The brief was to unlock both efficiency and scale without inflating headcount on the client side.

We restructured the account from the ground up to isolate high-value booking intent and segment by service line and geography. CPCs were raised from $3–5 to $8–16 to compete for premium auction positions, lifting impression share from 13–21% to as high as 68%. We built out 24 Performance Max campaigns with tightly scoped asset groups segmented by service type — giving Google clean creative signals across Search, Display, and YouTube inventory. The geographic footprint was systematically expanded into NYC, Philadelphia, Miami, LA, and national. Negative keyword coverage was expanded and tightened to eliminate wasted spend on low-intent traffic.