Summary
Reduced ad costs and maximized efficiency across global campaigns — optimizing conversion costs by up to 38%, scaling installs and purchases while maintaining profitability and quality traffic through data-backed strategy and precision targeting.
Overview
These projects focused on improving Google Ads performance for both app installation and e-commerce campaigns across India and the UK markets. By implementing structured campaign optimization, keyword refinement, and conversion tracking improvements, I transformed underperforming campaigns into efficient, scalable growth systems.
Objective
To reduce cost per conversion, improve ad relevance and CTR, and scale performance without increasing total ad spend — maintaining balance between reach, efficiency, and ROI.
Strategy & Execution
Campaign Optimization: Audited and restructured campaign architecture for tighter keyword grouping and better budget control.
Smart Bidding Adjustments: Transitioned to value-based bidding strategies using data-driven insights from past conversion behavior.
Creative Refresh: Reworked ad copy and visuals to improve quality scores and engagement rates.
Audience Segmentation: Layered demographic, affinity, and intent-based audiences for precision targeting.
Conversion Tracking: Enhanced GA4 integration and GTM events for transparent conversion attribution.
A/B Testing: Continuously tested ad formats, placements, and extensions to optimize click-to-conversion ratios.
Results
App Installation Project (India)
Initial cost per conversion: ₹8.22
Optimized to: ₹5.70 per conversion
28,000 conversions achieved from 54,000+ clicks with ₹1.59 lakh spend
E-Commerce Project (UK)
Initial cost per conversion: £12.52
Optimized to: £7.88 per conversion
Conversion value improved from £17.3K → £95.5K through smart budget scaling and creative testing
Impact
Achieved an overall 38% decrease in cost per conversion while increasing total conversions by more than 3x.
Significantly improved ROAS and campaign profitability without expanding ad budget.
Strengthened both app install and e-commerce pipelines through optimization and automation.
Creative Insight
“Optimization isn’t about spending more — it’s about making every click work smarter. By refining structure, bidding, and intent targeting, every conversion became more cost-efficient and valuable.”