Zolt

Zolt had an active Google Ads presence, but the
performance was declining despite consistent spending.

The internal team and previous management struggled
to identify why the cost per lead was rising while
the quality of inquiries was dropping.

The main challenge was the "black box" nature
of the account: conversion tracking was unreliable,
making it impossible to see which keywords
actually generated revenue.

The account suffered from a fragmented structure

and a lack of negative keyword discipline, leading to

significant budget drainage on irrelevant search terms.

Zolt needed a professional, deep-dive audit to stop

the losses and rebuild their advertising strategy.

Technical infrastructure

• Conversion tracking verification: Identified critical errors in GTM and GA4 where button clicks were tracked instead of actual lead confirmations.
• Data integrity check: Discovered discrepancies between Google Ads reported conversions and actual CRM data.
• Consent Mode V2 audit: Verified compliance and signal quality to ensure smart bidding algorithms received correct data.

Campaign Structure Analysis

• Account architecture review: Evaluated the existing "Smart" and Search campaigns, identifying overlaps that caused internal competition.
• Keyword & Match Type audit: Analyzed the use of Broad Match keywords that were attracting non-target "junk" traffic.Negative keyword hygiene: Performed a deep scan of search terms, revealing a 30% budget waste on irrelevant queries.

Performance & Strategy Roadmap

• Bidding strategy evaluation: Assessed the effectiveness of automated vs. manual bidding in the context of low conversion volume.
• Ad copy & Quality Score audit: Identified low-relevance ads that were driving up the Cost Per Click (CPC).
• Competitor benchmarking: Analyzed Zolt’s Impression Share against key competitors in the Riga region to find untapped opportunities.

The audit provided Zolt with a transparent view of their
advertising health and a prioritized action plan to restore ROI.

We uncovered that nearly one-third of the budget
was being spent on search terms completely unrelated
to container rentals. By fixing the GTM/GA4 tracking
logic, we moved from "vanity metrics" to tracking
real business outcomes.

The final delivery was a comprehensive recovery roadmap. It included a complete restructuring plan for Search campaigns, a refined negative keyword list of 500+ terms, and a transition strategy to Value-Based Bidding. This audit turned a failing marketing expense into a clear, data-driven growth strategy for the upcoming season.