Keyword research defined a complete restructure. Tighter ad groups, cleaner theming, and campaigns based on the symptoms, treatment, and awareness journeys relevant to DHF's audience. Fewer, more relevant keywords per group meant higher Quality Scores and lower CPCs.

Specific brand campaigns were tested with call-only ad formats. For an insurance brand, the phone is often where the purchase decision happens. Routing high-intent brand searchers directly to a call proved immediately effective in lifting call conversion volume.

A detailed search term analysis surfaced the keywords attracting off-topic traffic. Generic terms were paused, negative keyword lists were built out, and match types were corrected. This recovered budget that was previously going nowhere.

Brand and AMA campaigns started on Manual CPC. It gave full control while the account built its data foundation. Once enough conversion history existed, the switch to Maximize Conversions was made. Automated bidding works when it has data to learn from; this sequencing is what made it effective.

GDN display campaigns were created with defined audience segments. High-bid keywords,  those competing above $2 in the Google Grant account, were moved to the Paid account. Here they could compete for prime placement, expanding visibility for the terms that matter most.

Past visitors who hadn't converted were pulled back into the funnel via a dedicated display remarketing campaign. Template banner ads kept DHF visible to warm audiences.

We launched campaigns on Microsoft Ads with precise UTM tracking to see exactly what drives conversions. It paid off: Bing introduced us to an older, professional crowd that felt like a natural extension of the DHF community.

Campaign-level performance was reviewed weekly and monthly. It helped us optimize everything from keywords and locations to devices and timing. Clean conversion data meant we stopped guessing and started making precise, profitable adjustments.