+20% ROAS by cutting an account from 100+ keywords to 15
A high-spending home services advertiser had a bloated account bidding against itself. The fix wasn't more coverage, it was fewer keywords, in clear lanes.
An account bidding against itself
A high-spending home services advertiser had a bloated account: 100+ keywords on automated bidding, many of them overlapping. Multiple keywords were competing for the same searches, the account was essentially bidding against itself.
Google's automation was spreading budget across all of it, with no clear picture of what was actually driving revenue.
When three of your own keywords can match the same search, Google picks one for you, quality scores suffer, and you pay more per click for the same traffic. This account didn't need more keywords. It needed fewer, with clear lanes.
Fewer keywords, clear lanes, real job value
Four moves to give every search exactly one keyword, and bid on what actually makes money.
A repair job might be worth $500, but roughly 1 in 10 repair calls turns into a full changeout worth $15,000. That makes the real average value of a "repair" lead closer to $2,000. Without offline conversion data, the account would underbid on its most profitable searches without ever knowing it.
Less waste, more return
Higher quality scores meant lower bids for the same ad rank. Combined with budget flowing only to proven keywords, ROAS increased by 20%.
Think your ad account is bloated? Let's find out.
Book a free call and I'll audit your account for overlap, wasted spend, and the searches actually worth bidding on.