Implemented campaign · Ontario, Canada commercial-services provider
I rebuilt an Ontario paid-search account around clear brand and non-brand roles, service-specific intent, controlled matching and conversions that reflected actual enquiries.
The working context
The problem
The account needed to reach commercial-service buyers without allowing related services, brand searches and weak terms to compete with each other. Conversion settings also needed to reward real enquiry actions rather than easy but unhelpful activity.
My contribution
I rebuilt the campaign and ad-group structure, reviewed search terms, wrote replacement ads, tightened location and network settings, controlled match types and focused optimization on lead forms and meaningful calls.
I have kept the organisation, product and people private. I also left out exact figures and internal details that could identify the work. The status above tells you how far the implementation actually went.
How I worked through it
If you are working on a similar system, these are the decisions I would examine before choosing tools or adding more automation.
I separated people already looking for the business from people searching for the service. Mixing them would have hidden the acquisition work behind easier brand demand.
Related commercial-kitchen services could trigger the same searches. I used clearer ad-group ownership and negatives so the most relevant message could enter the auction.
Editor ratings helped identify incomplete ads, but they were not the business result. I kept the conversion focus on submitted leads and meaningful calls.
Expert insights from the work
These are the lessons I took from the work. I would use them as questions for your own implementation, not as a universal recipe.
If two ad groups cannot explain why the same query belongs to one and not the other, your structure will create competition and muddy the report.
For a regional service business, interest in a location is not the same as being present there. Check the location option before judging campaign quality.
What I would monitor after the rebuild
I would give the new structure enough time to collect clean search and lead data, then review which enquiries the team could actually serve. Broader matching only makes sense after that feedback loop works.
Connected disciplines
Continue through the work
If this overlaps with a system you are thinking through, start a relevant conversation.
