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Service: Paid Search Advertising

Background: In an effort to improve the effectiveness of our Paid Search campaigns, we delved into the Content Suitability settings of Google Ads. Historically, our ads were being displayed across a wide range of sites, including all apps on Android and Apple Store, parked domains, and gaming sites, which diluted the quality of our impressions and clicks.

Objectives: Our main objectives were to:

  • Reduce the number of low-quality sites where our ads were shown.
  • Decrease poor quality impressions and clicks.
  • Increase the conversion rate and improve the cost efficiency of the campaigns.


To address the quality issues in our Paid Search campaigns, we implemented a comprehensive content suitability strategy. This involved:

  • Excluding all apps for Android and Apple Store to eliminate irrelevant placements.
  • Filtering out parked domains and gaming sites to focus on more quality ad environments.
  • Upping the content level to ‘standard’ to tighten the net on site selection.


The implementation of this targeted approach led to significant improvements:

  • Impressions decreased by 30%, successfully filtering out the volume of undesirable impressions.
  • Conversion rates increased by 150%, indicating a much higher quality of traffic.
  • Cost per conversion was reduced by 10%, demonstrating enhanced cost efficiency.


The case study clearly demonstrates that fine-tuning Google Ads settings can substantially impact the success of Paid Search campaigns. It’s essential not only to rely on bid adjustments but also to have a deep understanding of account settings to identify and fix leaks. Our strategic changes to content suitability have led to more qualified traffic, better conversions, and overall improved campaign

Related Sucess Stories

  • Enhancing Click-Through Rates for a Multi-Location Franchise through Google Ads