JSG Solutions – Google Ads (Search & Performance Max), UK
Targeted Google Ads programme for a smart/sub-metering supplier, capturing high-intent B2B and B2C demand. Built tightly themed search clusters, message-matched ads and landing pages, and a governed Performance Max layer to scale coverage without sacrificing efficiency.
The campaign included:
- Account structure: Category-led ad groups for terms like “MID approved kWh meter”, “three-phase CT meter”, “DIN-rail energy meter”, “Modbus/M-Bus meters”, plus branded and competitor segments.
- Ads & assets: Responsive Search Ads with strong keyword alignment; sitelinks (3-Phase, CT-Operated, DIN-Rail, Datasheets), callouts, price and structured snippet assets (MID Approved, 1P/3P, CT, Modbus).
- Performance Max: Feed/URL-grouped asset groups for top categories; brand exclusions and URL-expansion controls to keep traffic on-target.
- Keywords & negatives: Exact/phrase mix, B2B vs homeowner segmentation, and continuous negative hygiene to block low-intent queries (DIY/free/spec-only).
- Bidding: Max Conversions / tCPA (lead gen) or tROAS (e-commerce), with device/geo schedules and value rules for high-value enquiries.
- Tracking: GA4 + Google Ads conversions (purchase/lead, phone calls, form submits), enhanced conversions, UTM taxonomy, and call reporting.
- Landing/message match: Ad-to-page alignment by meter type/protocol (single/three-phase, CT-operated, DIN-rail, Modbus/M-Bus), trust badges, clear specs, fast PDPs, and contact CTAs.
- Optimisation: Search-term mining, RSA asset testing, PMax pruning, budget reallocation by marginal ROAS/CPL, and a weekly experiment cadence.
- Reporting: Looker Studio dashboard and weekly insight packs with next-step experiments.
A segmented Search + governed PMax mix grew qualified traffic and high-intent leads for metering categories while maintaining ROAS/CPL targets and reducing wasted spend.