Air Compressor Provider

The Situation

This air compressor provider had invested in both SEO and Google Ads, but their biggest challenge was attribution. With traffic from multiple channels, it was difficult to understand which one was generating real business. Confidence in ad spend was low.

What We Found

• Previous structure relied on Performance Max, a black-box campaign type. It claimed 53 conversions a month, but the real quotable lead count was far lower.
• No separation between brand campaigns and genuine new-business campaigns targeting people who didn’t know the company.
• Shopping campaigns had almost no negative keyword coverage, leaking budget into irrelevant searches.

What We Did

• Replaced Performance Max with manually controlled search campaigns, organised by brand priority tiers.
• Installed Pleon’s Precision Tracking to attribute every phone call, form, and enquiry to the exact keyword and campaign.
• Built a tiered brand architecture so budget flows to highest-value products first, with room to scale each tier independently.