Google Ads Case Study - From Scattered Spend to Results

From Scattered Spend to High-Intent Acquisition

Industry
Market

Client

Construction
Bulgaria
Confidential
 

The Challenge

A Bulgarian company specialising in structural reconstruction and engineering consultations — high-value services with very specific search intent. One qualified lead here is worth far more than a hundred casual clicks.

The existing Google Ads setup was a single unstructured campaign mixing service types, audience intentions, and geographic signals. Campaign scores sat around 70%. Budget was being spent on traffic that looked active but wasn’t converting — and the DSA campaign was bidding on pages that already ranked strongly organically, cannibalising budget without adding value.

 

The Approach

4-campaign restructure

One catch-all campaign became four purpose-built ones — services, consultation, DSA, and a Sofia geo-targeted campaign capturing the highest search intent in the country.

DSA exclusion strategy

Pages already ranking on page one organically were excluded from the DSA campaign — redirecting that budget toward queries where paid visibility actually adds value.

Ad copy and assets

Unique, relevant titles and descriptions written for each service type — matched to specific user problems rather than generic service names. New keywords and assets added, performance monitored continuously.

The Result

Campaigns with high scores, low CPC, and a strong CTR — and more importantly, traffic that stays. A bounce rate under 20% is the clearest signal that the right people are arriving at the right moment.

85–100%

Campaign Score

from ~70% 

<20%

Bounce Rate

high-quality traffic

Low CPC

Cost Per Click

efficient spend

Strong CTR

Click-Through Rate

right message, right time
A bounce rate under 20% tells you something most dashboards won't — the people clicking are the people the business actually needs. That only happens when targeting, copy, and campaign structure are all working together.
Founder Starford Marketing Agency
Tsvetelina Tsekovska
Founder

Running Google Ads without results?

The problem is almost always structural. Let’s look at what’s actually happening in your campaigns.

This field is required.
This field is required.
This field is required.