"It wasn't always smooth sailing... One challenge that stands out was with Google Ads, which had been our top-performing channel. We wanted to push the results even further, so we made the bold decision to overhaul the campaign structure completely. Can you imagine the nerves of tinkering with our best source of leads?
Our hypothesis was that the existing campaigns and ad groups had become too rigid and were no longer optimized for the platform's evolving features, such as smart bidding strategies and updated algorithms. To adapt, we streamlined from dozens of campaigns down to just one for search ads.
But the overhaul didn't stop there. We grouped ad sets and keywords more broadly, enabled broad match, implemented smart bidding, and let the algorithm take the reins. It was a calculated risk—and it paid off. Year-over-year results showed significant improvements, validating our approach.
The next hurdle came with tracking key actions in the app, which was quickly outpacing the website in importance. Initially, we only tracked basic metrics like app downloads, but we needed deeper insights.
The critical action—renting a car—was exclusively available in the app. To optimize campaigns effectively, we needed to track a full spectrum of metrics: rentals, revenue, rental duration, and even car types. This data was essential for painting a clear picture of campaign performance. However, for a client managing a hundred other priorities, tracking improvements ranked around priority 158.
Through strong relationship-building and open communication, we gradually enhanced in-app tracking. This allowed us to refine our campaigns and align them more closely with the client's goals.
Without accurate tracking, PPC specialists are as blind as bats. So, a huge thank-you to every client who collaborates with us to adapt app or website development, providing the insights we need to deliver smarter, sharper campaigns."
