This engagement covered Google Ads Search campaign management across several client accounts, each with different goals — some prioritized maximum reach on large budgets, others needed every dollar squeezed for maximum conversions on tight budgets.

For high-budget accounts, the focus was on maintaining a low average CPC while scaling spend, using broad targeting combined with continuous bid and budget monitoring to avoid wasted spend at scale. For smaller accounts, the priority shifted to tight conversion tracking and aggressive optimization — cutting underperforming keywords and reallocating budget toward what was already converting.

Across the full body of work, campaigns ranged from a $916K spend account generating 623K clicks at a $1.47 average CPC, down to a lean $350 campaign generating 128 conversions at just $2.73 cost-per-conversion. This range demonstrates the ability to manage both ends of the spectrum — enterprise-scale reach and small-budget efficiency — using the same core principles of clean tracking, tight budget control, and continuous optimization.