B2B

The challenge

The team managed several Google Ads accounts and made optimisation decisions by reading platform reports manually. That is slow, easy to get wrong, and wasted spend can sit unnoticed for weeks before anyone catches it. They wanted a system that reviewed performance every day and told them what to act on first, without handing control of the account to an automation.

What we did

• Set up Google Cloud project and Google Ads API access
• Built a secure pipeline pulling campaign, keyword, conversion and cost data
• Structured raw data into decision-ready metrics: CPA, conversion rate and wasted spend
• Built an LLM agent that reviews the data and writes prioritised recommendations
• Defined the optimisation logic for when to pause, scale or change match type
• Kept the agent in advisory mode so the team approves every change

The challenge

The account leaned on broad, expensive search terms, and conversion tracking was misconfigured across GTM and GA4. Reporting was unreliable, so budget decisions were being made in the dark.

What we did

• Rebuilt the account structure around real buying intent
• Fixed conversion tracking end to end on GTM and GA4
• Mapped keywords to intent and cut the wasted spend
• Moved budget into Performance Max and scaled what worked