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Why this matters
Google Ads rewards accounts that are structured around real buyer intent and tracked to revenue, not clicks. The sections below walk through the approach we use with clients.
- Map best-fit customers and their highest-intent searches
- Wire conversion tracking to your CRM
- Optimise to cost per qualified lead
A practical example
When we rebuilt one client’s campaign structure, cost per qualified lead fell while volume climbed — because budget followed the searches that actually convert.