A regional banking client came to us to improve performance for their mortgage lead gen campaigns running on Google ads.

These accounts were incredibly complex in their structure when we took over, following a common account structure known as SKAGs (Single Keyword Ad Groups).

In spite of its popularity, this structure is almost always a bad idea. It confuses the way Google targets keywords and leads to unnecessarily complex account structure. This complicates testing and makes it impossible to collect performance data for testing because result data is spread too thin across too many ad groups or campaigns.

Conslidating the account allowed us to roll out our testing methodology that led to record mortgage applications in a period when mortgage rates were at record highs.

The client was so happy they referred their sister bank to us so we could help them do the same.