Where they started
A prop trading firm competing in one of the most expensive advertising categories there is, where broad keywords attract a great deal of research traffic and very few buyers.
What we did
Tracking before optimisation
Conversion tracking came first. Until you can see which searches produced sales, every change to the account is guesswork.
Cut the research traffic out
Built negative keyword lists from the account's own search terms report rather than a generic list, removing the spend going to people comparing firms rather than funding an account.
Rebuilt around intent
Restructured campaigns so budget concentrated on the searches that signal a decision has already been made.