Printo was running one catch-all Google Ads campaign across every product line — box printing, business cards, paper bags, stickers, book printing. Budget was spread thin, impression share was critically low on the highest-intent terms, broad match was draining spend on irrelevant searches, and conversion tracking blurred WhatsApp taps with actual purchases. The result: spend without a clear line to revenue.
Restructure for intent and clarity. Split the single campaign into product-specific Search campaigns so budget and messaging matched each buyer's intent. Establish clean conversion tracking that separated genuine purchase/lead actions from low-value taps. Set a defensible Target CPA and let the data — not guesswork — drive bids. Cut waste aggressively with negatives and match-type discipline.
Broke the catch-all account into tightly themed campaigns and ad groups per product.
Rebuilt responsive search ads with distinct, un-over-pinned headlines per product line.
Layered in a negative-keyword framework to stop broad-match waste.
Fixed sitelink and tracking issues and set a Target CPA aligned to unit economics.
Identified that Arabic search terms converted at a dramatically lower CPA than English — and shifted weight accordingly.