ByDesign Texas

Paid Search Campaign Optimization

Objective:

ByDesign Texas wanted to improve the efficiency and profitability of their paid search campaigns. The focus was on optimizing campaign structure, refining conversion tracking, and implementing a robust negative keyword strategy to reduce wasted spend.

Strategy Overview

1. Campaign Restructuring:

• Reorganized campaigns into clear, intent-driven ad groups for better targeting.

• Consolidated underperforming campaigns to reduce overlap and increase budget efficiency.

2. Conversion Tracking Optimization:

• Audited and updated conversion tracking to ensure accurate reporting.

• Implemented event-based tracking for key actions beyond standard form submissions.

3. Negative Keyword Strategy:

• Developed a comprehensive list of negative keywords to eliminate irrelevant clicks.

• Regularly monitored search term reports to continuously refine targeting.

Results (Post-Optimization)

• +32% improvement in ROAS (Return on Ad Spend)

• -28% reduction in CPA (Cost per Acquisition)

• More accurate campaign insights for future scaling

Key Takeaways

• A clear campaign structure directly impacts ROAS and overall efficiency.

• Continuous tracking and optimization are critical to reducing wasted spend.

• Negative keywords play a major role in filtering low-intent traffic and improving conversion rates.