A premium B2B corporate-gifting brand selling globally, with a paid search account spending real money against queries that were never going to buy.
What we did
The account was restructured in full around high-intent queries, moving budget from wasted queries to buying ones while total spend held flat. Match-type and negative-keyword discipline kept the new structure clean, and measurement ran on cost per qualified lead, never on impressions or clicks.
What happened
Conversion rates rose 50% and qualified leads grew 150% on the same budget. The money moved from wasted queries to buying ones.
The honest read
Gains this size are what fixing a poorly structured account looks like. A well-run account improves in single digits, and anyone promising 150% on top of good work is promising arithmetic that does not exist. The job is the same either way: move money from waste to buyers.
Client described rather than named, and all figures are reported exactly as recorded at the time.