A home remodeling company's Google Ads account in Las Vegas ran with no real structure: one "Maximize Clicks" strategy on unfiltered broad match keywords, and campaigns competing against each other for the same budget. Three months of restructuring took conversions up 1,167%, while cost per conversion grew only 33%.

The Challenge

By the end of April 2026, the account had no unified structure. Campaigns ran on a "Maximize Clicks" strategy with broad match keywords that had never been filtered. At the same time, 3-4 duplicate Search campaigns were competing for the same budget and the same audience instead of reinforcing each other.

Budget was leaking in several directions at once: traffic from searches for DIY stores like Lowe's and IKEA, marketplaces like Houzz, adjacent trades like roofers and architects, and even direct searches for competitor brand names.

What We Did

We rebuilt the account structure in five stages, April through June.

Consolidation

We merged the duplicate campaigns and scaled the budget from $30 to $150 a day once the structure stopped competing with itself.

Bidding strategy switch

On May 26 we moved from Maximize Clicks to Maximize Conversions with a $142.60 target CPA, so the strategy started optimizing for leads instead of cheap clicks.

Ongoing negative keywords

Weekly, from April through July, we added anywhere from 4 to 78 negative phrases at a time. This isn't a one-time fix: broad match keeps pulling in fresh junk traffic that needs filtering out again and again.

Smart Campaign launch

On May 22 we launched a Smart Campaign geo-targeted to a 30-mile radius: an extra lead channel with minimal manual management.

PMax segmentation

In June we split Performance Max into 3 Asset Groups by service and cut Tablet and CTV bids by 100%, removing impressions on devices that weren't converting.

The Result

The account produced 190 conversions this month, up 1,167% from the prior period. Impressions grew 3,209%, spend grew 1,584%, and cost per conversion grew only 33%. Leads grew roughly 35 times faster than the cost of getting them.

Performance varied sharply by campaign, and that's the telling part: Performance Max delivered 76 conversions at $24.52 each, the Smart Campaign delivered 39 at $13.79 each, and manual Search delivered only 62 at $187.96 each. The automated channels came in 8 to 14 times cheaper per conversion than classic Search, at comparable volume.