This project centered on a fitness equipment brand's Google Ads account, which was live across Search and Shopping but hadn't yet been structured around what was actually driving results. Campaigns for Smart Shopping, Brand terms, and individual product categories were all spending small amounts of budget without any conversions being recorded — meaning there was no way to tell which parts of the account were worth scaling.

The rebuild started with Search. A dedicated Brand Campaign was created with tightly organized ad groups — one for each core product line — and paired with Target CPA bidding to let Google's algorithm optimize toward actual conversions rather than just clicks. Shopping was handled separately with its own budget and ad group structure, so it could compete for its own inventory instead of cannibalizing Search traffic.

The results validated the restructure. The Brand Campaign reached a 93.9% optimization score with a 51.32% click-through rate and a $4.68 cost-per-conversion — well below typical benchmarks for the fitness equipment category. Across the full account, spend of $440.65 generated 921 clicks and 6.18 tracked conversions, taking the campaign from an untracked, unstructured state to a measurable, optimizable system.