AnyMeters – Google Ads (Search & Performance Max), UK
High-intent Google Ads program for a sub-metering e-commerce brand. Built granular search clusters, conversion-led ad creative, and a governed Performance Max layer to expand coverage while protecting efficiency. End-to-end tracking for purchases and call leads with clear, repeatable reporting.
The campaign included:
- Account structure: Closely themed ad groups for terms like “MID approved kWh meter”, “three-phase CT meter”, “DIN-rail energy meter”, plus branded and competitor segments.
- Ads & assets: Responsive Search Ads with strong keyword alignment, sitelinks, callouts, price and structured snippet assets; call extensions for B2B queries.
- Performance Max: Feed/category-driven asset groups for top product lines, branded exclusions, and URL expansion controls to keep traffic on-target.
- Keywords & negatives: Exact/phrase mix, continuous negative hygiene (DIY/definitions/free/PDF-only), and query sculpting to improve intent.
- Bidding: tROAS / Max Conversion Value with value rules (new vs returning) and bid adjustments by device, geo, and schedule.
- Tracking: GA4 + Google Ads conversions (purchase, add-to-cart, call), enhanced conversions, UTM taxonomy, and call reporting.
- Landing/message match: Ad-to-page alignment by meter type (single/three-phase, CT-operated, DIN-rail, MID), trust badges, clear specs, fast PDPs.
- Optimisation: Search-term mining, RSA asset testing, PMax pruning, budget reallocation by marginal ROAS, weekly experiment cadence.
- Reporting: Looker Studio dashboard and weekly insights with next-step experiments.
A tightly segmented Search + governed PMax mix increased qualified traffic and buying intent while maintaining ROAS targets and protecting brand efficiency.