A mortgage broker’s PPC account was poorly structured, with over 30 keywords per ad group leading to poor ad relevancy. This resulted in approximately 40% irrelevant traffic, wasting crucial ad spend. Our approach focused on restructuring campaigns and diligent spend management. By creating seven new, tightly themed campaigns, utilising shared budgets, and implementing rigorous account-level negative keywords (updated every three days), we increased lead enquiries by 72% within the first four months, significantly boosting revenue from converted deals.
