Google Ads · Case Study

Google Ads Audit & Restructure

Client: Inglewood Farms

Industry: Organic Food & Agriculture

Timeline: 60 days

Google Ads Conversion Tracking Campaign Restructure Smart Bidding

100%

Phantom conversions eliminated

Real conversion actions set up

Days to clean, reliable data

The Problem

A year of spend, zero visibility

Inglewood Farms had been running Google Ads for over a year. The account reported strong conversion numbers each month — but management couldn't connect those numbers to actual enquiries or stockist leads. Something wasn't adding up.

A full audit uncovered the root cause immediately: conversion tracking was set to fire on page views. Every single website visitor was being recorded as a conversion. The campaigns looked like they were working because every click technically "converted" — but the data was completely meaningless.

✗
Page views used as primary conversion — 1,200+ "conversions" per month that were really just website visits
✗
Smart Bidding trained on bad signals — automated bidding was optimising toward visitors, not buyers or enquiries
✗
No call tracking in place — phone calls are the primary lead channel for stockist enquiries, and none were being captured
✗
Campaign structure too broad — one campaign mixing brand, product, and competitor terms with no budget separation or bid logic

Before & After

Conversion tracking — then vs. now

The account's conversion actions told the whole story at a glance. Page views counted as primary conversions meant Smart Bidding had no chance of finding real leads.

Before

Conversion action	Category	Conv. (30d)	Value
All website sessions Primary	Page view	1,248	—

⚠ Smart Bidding is optimising for page views, not business outcomes.

After

Conversion action	Category	Conv. (30d)	Value
Phone call (website) Primary	Phone call	47	—
Contact form submission Primary	Submit lead form	22	—
Stockist enquiry Primary	Submit lead form	19	—
All website sessions Secondary	Page view	—	—

✓ Smart Bidding is now optimising for real leads.

Before & After

Campaign structure — before & after rebuild

A single catch-all campaign was mixing brand terms with generic searches, sharing one budget and bidding strategy. The restructure separated intent layers so budget could flow where it mattered.

Before — 1 campaign, everything mixed

Campaign	Status	Budget/day	Impressions	Clicks	Conv.
Search — All Terms	Active	$35.00	18,402	612	1,248 ⚠

Ad groups inside this campaign:

Brand terms mixed with generic & competitor terms

Broad match keywords diluting quality traffic

No negative keyword list applied

After — 4 campaigns, intent-separated

Campaign	Status	Budget/day	Conv.	CPA
Brand — Inglewood Farms	Active	$8.00	28	$4.20
Search — Organic Chicken	Active	$15.00	24	$18.60
Search — Stockist Enquiry	Active	$8.00	22	$12.40
Competitor — Conquest	Active	$4.00	14	$26.10

The Fix

What was rebuilt

✓
Conversion tracking rebuilt from scratch — Google Tag Manager configured to fire on phone clicks, form submission confirmation pages, and stockist enquiry completions
✓
Page views demoted to secondary — still tracked for visibility but no longer counted toward Smart Bidding optimisation goals
✓
Campaign structure overhauled — split into four intent-based campaigns with isolated budgets, enabling meaningful performance comparison and spend control
✓
Keyword match types tightened — broad match removed from high-spend ad groups; phrase and exact match applied with a shared negative keyword list to block irrelevant traffic
✓
Bidding strategy reset — account placed on Maximise Conversions during the 30-day Smart Bidding learning phase to let the algorithm relearn on clean data

Before & After

Key metrics at a glance

Comparing the 30-day window before the restructure against 30 days post-launch (after the Smart Bidding learning phase stabilised).

Before — 30 days

Reported "Conversions"

1,248

⚠ All page views — not real leads

Actual tracked leads

Cost per "conversion"

$0.87

⚠ Artificially low — meaningless metric

Wasted spend (irrelevant queries)

~41%

After — 30 days (post-learning phase)

Reported conversions

✓ Real leads — calls, forms, enquiries

Actual tracked leads

✓ Reported = actual

Cost per lead

$14.80

✓ Real CPA — budget can now be scaled confidently

Wasted spend (irrelevant queries)

~8%

Outcome

What changed in 60 days

The account didn't just get cleaner data — the business finally had the foundation to make confident budget decisions and scale what was actually working.

Real leads tracked per month (previously 0)

−95%

Reduction in reported "conversions" (phantom removed)

3×

Conversion actions set up vs. the original 1 (page views)

−33%

Reduction in wasted spend on irrelevant search queries

$14.80

First reliable cost-per-lead figure the business ever had

4×

Campaigns vs. original 1 — each with isolated budgets & intent