The practice needed a Google Ads campaign that would generate genuine enquiries from people actively searching for counselling services in Surrey. Prior to my involvement, the account had a number of structural issues that were limiting its effectiveness, including overly broad match keywords, ad groups that lacked focus, weak ad copy with low relevance scores, a landing page that was not optimised for conversions, and no conversion tracking in place.
I undertook a full campaign overhaul from the ground up. This involved restructuring the entire campaign architecture around specific search intent, building tightly themed ad groups, adding comprehensive negative keyword lists to eliminate irrelevant traffic, and rewriting all ad copy to improve relevance, quality scores, and click-through rates.
In parallel, I rewrote the landing page copy to better reflect the search terms driving traffic and to more effectively convert visitors into enquiries. I also set up conversion tracking on Squarespace so that for the first time, the practice had clear visibility into which searches and ads were actually driving contact form submissions.
The campaign achieved 155 clicks and 2,380 impressions at an average cost per click of £1.93, with proper attribution in place to understand the true return on the advertising spend. The overhaul transformed a poorly structured account into a well-organised, trackable campaign built for sustainable performance.