Challenge
Highly competitive cybersecurity market; client already owned ~70% search-impression share but costs were climbing.
Complex legacy account with 183 campaigns and $10M annual budget.
Goal: retain dominance, cut waste, and lower cost-per-lead without sacrificing volume.
Strategy
Deep data audit of multi-year Google Ads history to map competitor impression share, keyword ROI, and device/time-of-day profitability.
Structural overhaul - merged overlapping ad groups, tightened keyword themes, and rebuilt ads to maximise Quality Score.
Deployed Target-CPA smart bidding plus custom automated rules that raise bids on high-value devices and pull back when rivals ease up.
Always-on creative & landing-page A/B testing for relevance and faster load speeds.
Budget-pacing algorithm that reallocates funds daily to the best-performing verticals and pauses low-return pockets.
Results (6-month window)
| Metric | Before | After | Lift |
|---|---|---|---|
| Clicks | 117k | 203k | +73% |
| Conversions (forms & calls) | 11k | 15.8k | +43% |
| Impression volume | 1.83M | 1.98M | +150k |
| Conversion rate | 7.29% | 7.76% | +6% |
| Media spend (summer quarter) | Baseline | –$500k | Same sales volume |
Outcome: More pipeline, lower cost, and preserved share in one of Google's most expensive niches.
Channel Mix
Google Search (core & competitor terms)
70%+ impression share
Dynamic Search Ads
automated long-tail coverage for new forensic keywords
Display & YouTube remarketing
nurture research-stage prospects until ready to engage
Performance Screenshots
Before Optimization
Results Before
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After Optimization
Results After
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