Hammad consistently showed professionalism, ownership, and execution discipline while working across printing and campaign growth.
Firas Tirhi, Founder / Manager, Printo / Rainbow Printing Industries
The problem
The account had strong commercial intent but the structure made product-level learning harder than it needed to be. Notebook printing, packaging, banners, displays, stickers, and urgent local searches were too easy to judge as one blended campaign story.
The founder needed to know which products deserved more budget, which search themes were wasting spend, and whether reported conversions were useful enough to scale. The risk was spending more on broad printing demand without knowing which categories produced the best cost per order.
Tracking and reporting also needed to become calmer. A busy Google Ads screen is not enough for a founder; the account needed a view that connected spend, clicks, impressions, conversion volume, CPA, and next actions.
The strategy
I split Search and Performance Max by product intent, then used Smart Bidding only where conversion signals were clean enough to support automation. RSA testing focused on product names, location intent, urgency, and offer clarity rather than generic printing copy.
Enhanced Conversions, HubSpot offline imports, server-side GTM checks, and Looker Studio reporting were mapped so the account could learn from stronger signals. Negative keyword pruning kept low-intent queries, job searches, templates, and irrelevant free searches from stealing budget.
The operating rule was simple: protect proven product demand, isolate waste, and give the founder a reporting view that could explain what to scale next.
The execution
- Weeks 1-2: audited conversion actions, landing paths, search terms, device mix, location performance, and product-level CPA patterns.
- Weeks 3-4: separated campaigns and ad groups by printing product intent, then rewrote RSA assets around notebooks, stickers, packaging, banners, and local urgency.
- Weeks 5-6: cleaned negative keyword themes and removed low-intent searches that were inflating clicks without useful conversion quality.
- Weeks 7-8: rebuilt Performance Max asset groups around product families and checked feed/page relevance before allowing broader automation.
- Weeks 9-10: validated Enhanced Conversions, HubSpot feedback, and GTM events so Smart Bidding had cleaner signals.
- Weeks 11-12: built the Looker Studio founder view and reviewed CPA, click volume, impression share, and product-level scale opportunities.
The result
The latest Google Ads overview screenshot covers Nov 9, 2023 to May 24, 2026 and shows 29.7K clicks, 1.71K conversions, 578K impressions, and dh122K cost. The account insight also shows conversions across 4 enabled campaigns increased by 19 compared with the prior period, with Box - Printing as the top contributor at +20 conversions.
The older portfolio deck still matters because it shows the product-intent structure and historical conversion proof. The newer account screenshot adds recency: this was not a one-off slide; the account kept generating measurable search demand and gave the founder a clearer way to review clicks, cost, impressions, and conversion movement.
What I would do differently
If I repeated this case, I would push offline conversion quality into the account earlier. The account had enough conversion volume to optimize, but the next senior move would be tying every useful lead or order back to margin, repeat value, and sales feedback so Smart Bidding can learn from profit quality, not only form or website conversion volume.
