Step 1: Account optimization
After assuming management of the Google Ads account, our team quickly spotted the highest optimization priority — account cleanup and restructuring. The account was riddled with inefficiencies. Ad groups lacked clarity and specificity. There were thousands of duplicate or underperforming keywords.
Step 2: Account growth
With the foundational issues addressed, our focus shifted to refining bidding strategies, especially for the costliest campaigns and significant spenders.
The account we received from Taroko’s previous PPC agency was manually operated— a fundamental flaw given the volume of campaigns. Manually managing over 60 campaigns across both Google Ads and Microsoft Advertising was not sustainable. To rectify this, we started transitioning to automated bidding strategies on Google Ads.
In just three years, not only did we counteract the declining trends, but we also accomplished:
- 300% overall growth for Legal Templates
- 45% improvement in conversion rate
- 48% improvement in churn rates
The turnaround in account performance gave Taroko the confidence to increase ad spend with the assurance of a stable cost per conversion and return on ad spend (ROAS), and to stay in Top 3 of the market leaders for the industry in both Google Ads and Bing Ads (now Microsoft Advertising) for the duration of our partnership.