In this ongoing project, I’ll share how I optimized a Google Ads campaign over four weeks to reduce cost per click (CPC) and drive more relevant traffic, ultimately increasing leads week over week. Note: Due to the nature of this project, specific company names will not be shared.

The Problem
Initially, I targeted keywords related to our competitor’s product, which, like ours, aims to solve a similar problem but very differently. While we both provide solutions to the same customer pain point, our products approach it from different angles. People searching for our competitor’s product might be open to our alternative as a better solution. However, as our competitor dramatically increased their ad spend, it led to higher competition and rising costs for us.

The Solution
To address this, I decided to reallocate our budget from the high-competition keywords to more targeted ones that are better aligned with our product. This lowered our CPC and allowed us to drive more clicks. As a result, we saw a consistent increase in leads week over week as our ads became more relevant to the right audience.

The Results
By the end of the 4-week period, we successfully reduced CPC, increased clicks, and saw higher-quality leads, proving the effectiveness of the new strategy.

Go-Forward Plan
Google Ads are always evolving, and I continue to monitor performance regularly. Using SEMrush, I can track competitor trends, especially since our competitor’s ad spend has fluctuated. I’ll watch these trends closely and be ready to reintroduce these keywords during times when it’s more cost-effective to compete. This will allow us to maintain a flexible strategy and take advantage of periods when costs may drop, maximizing efficiency without sacrificing results.

Conclusion
This case shows the importance of adjusting your strategy based on competition. While we initially wanted to capture the audience looking for our competitor’s product, shifting our focus to more relevant keywords helped us achieve better results for less money, driving a stronger return on investment. Moving forward, we’ll continue to refine our approach based on ongoing trends and data, ensuring the most cost-effective strategy at all times.