Project Detail
A UAE-based service company had tried Google Ads twice previously without success. Both previous attempts resulted in high spend with no qualified leads. The brief was simple: make Google Ads work for a B2B service offer in a competitive market and bring CPL under $20. We rebuilt the account from scratch and hit $12 CPL within the first 45 days.
Client
UAE Service Company
Year
2024
Services
Google Ads Search Campaign,
Keyword Strategy,
Quality Score Optimisation
From discovery to deployment, every phase of the project focused on delivering a seamless user experience.
Process:
- Keyword Research and Intent Mapping — Built a keyword list organised by buyer intent stage, separating high-intent commercial keywords from informational terms.
- Negative Keyword Foundation — Built a comprehensive negative keyword list before launching to prevent budget waste from day one.
- Ad Copy Testing — Created three variations per ad group, each testing a different value proposition, and rotated evenly for the first two weeks.
- Quality Score Optimisation — Rewrote landing page content to match each ad group’s primary keyword cluster, bringing average Quality Score from 4 to 8.
- Bid Strategy Calibration — Started on manual CPC to gather data before transitioning to Target CPA once enough conversion data existed.
- Auction Insights Analysis — Used auction insights to identify competitors, adjust bidding and find gaps in impression share worth targeting.
Key Features Implemented:
- Intent-mapped keyword architecture separating commercial and informational terms
- Comprehensive negative keyword list built pre-launch
- Quality Score improved from average 4 to average 8
- Landing page content aligned to each ad group keyword cluster
- Bid strategy transition from manual CPC to Target CPA based on data
Client Quote:
“Two previous agencies failed to make Google Ads work for us. Within six weeks Safeer had the account generating qualified leads at a cost we could build a business around.”
Client
Final Thoughts
Most failed Google Ads accounts share the same two problems: broad keywords without negatives and landing pages that do not match the ad. Fixing these two things alone often transforms a failing account. The third variable — Quality Score — is consistently underestimated. Every point you add to your Quality Score directly reduces what you pay per click without changing your bid. In competitive markets like the UAE, that efficiency gap between a score of 4 and a score of 8 can be the difference between a profitable account and an unprofitable one.
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