Six engagements, in full.

The account spent $1,168.07 and produced 40 conversions at a blended $29.20. Seven of nine campaigns were paused or disapproved, which sounds like neglect until you read which two were still running. They were the two best in the account.

The best campaign returned $16.31 per conversion at a 19.61% conversion rate and delivered half of all conversions on its own. It was also capped, showing limited by budget and missing a lead form extension, so the cheapest converting asset in the account was the one being restricted. Meanwhile a paused campaign had spent $489.71 for six conversions at $81.62 each, five times the cost of the winner.

The recommendation was not to rebuild the account. It was to raise the daily budget on the capped winner from $15 to between $25 and $30, add the missing extension, and rebuild the one campaign that had already proved it could not convert. Fixing what is working is faster than fixing what is broken, and it is usually cheaper.

The store did £11,398 across 296 orders at a £35 average order value, from 9,300 users. Google Ads carried it: £2,030 of spend producing 250 conversions at £8 each on a 5.88% conversion rate, driving 4,000 of those users. Meta added 86 conversions from £1,150.

The number that mattered was further down. Eleven thousand sessions produced 715 checkout starts, and 715 checkout starts produced 296 completed orders. Four in ten people who began a checkout finished it. At a £35 average order value, the 419 people who started and abandoned represented roughly £14,600 of demand the ads had already been paid for.

More budget was the obvious move and the wrong one. The account was acquiring intent efficiently at £8. The business was losing it after the click, which is a cheaper problem to fix and pays back on traffic already bought.

A B2B fashion wholesale account running across German, French, Italian and English markets. Twelve campaigns spanning brand and non-brand Search, dynamic search ads on collections, a wholesale campaign and two Performance Max campaigns.

An account of that shape attracts a specific kind of waste. Job seekers, retail consumers searching for high street brands, sourcing agents looking for manufacturers, and traffic from supplier marketplaces. Every one of those looks like a qualified query at first glance and none of them buys wholesale.

I built six themed shared negative keyword lists in the manager account and applied them across the campaign set: Brand Terms, Apparel and Textile Manufacturing, Clothing Brands, Competitor B2B Fashion Suppliers, Generic Terms, and Manufacturers Platform. Every new irrelevant search term gets assigned to its theme rather than blocked individually, so the lists stay organised, reporting stays consistent, and the protection applies to every campaign at once instead of being rebuilt twelve times.

The structure is deliberately not uniform. The wholesale campaign keeps the framework but runs a modified Generic Terms list, so it blocks "free" while keeping "wholesale". The Performance Max competitor campaign has the competitor and clothing brand lists removed entirely, because targeting those brands is the campaign's purpose. Applying every list everywhere would have been tidier and would have broken two campaigns.

Across the period the account returned €192K of conversion value on €13.1K of spend at €4.43 per conversion — 1,463.98% in the platform's own reporting. The export sits above, uncropped.