Google Ads — Cross-Funnel Conversion Management
The Challenge
Google Ads spans wildly different cost structures depending on objective and vertical. The same skillset that delivers $0.02 engagement-event conversions in low-competition geos must also navigate $22.99 cost-per-lead in saturated B2B verticals like legal and immigration. The work demonstrates flexibility across the full pricing spectrum.
The Strategy
- Tiered campaign objectives: Search for high-intent commercial keywords, Display for retargeting, Performance Max for full-funnel automation, Discovery for affordable reach.
- Conversion tracking infrastructure: GA4 events + Google Ads Conversion Actions + Tag Manager — ensuring every meaningful action is measurable.
- Audience signal enrichment: first-party data (customer lists, in-market segments, custom intent) fed into Performance Max for algorithm acceleration.
- Bid strategy by objective: Maximize Conversions for low-cost engagement campaigns; Target CPA for predictable B2B lead-gen tiers.
- Cost-control discipline: daily budget caps + scheduled audits + automated rules to pause underperforming ad groups.
The Results
- 22,400+ conversions delivered at $0.02 average cost on engagement-objective campaigns
- 156 high-intent leads at $22.99 average CPL on premium B2B campaigns
- 81,500+ qualified clicks driven across Search + Display
- Multi-year continuous optimization from Q4 2023 through current quarter
- Cross-platform attribution harmonized between Google Ads and GA4
Tools Used
Google Ads · GA4 · Google Tag Manager · Search Console · Google Merchant Center · Looker Studio