Steel N Ink's Google Ads account was active — but the data couldn't be trusted. Conversion tracking wasn't capturing the right signals. Form fills were mixed with bot interactions, phone calls weren't tracked at all, and every franchise location competed inside the same campaigns with a shared budget.
There was no way to know which location was performing, no ability to control spend per branch, and no meaningful conversion goals for the algorithm to optimize toward. The account was spending. But without direction.
You can't optimize what you can't measure. We rebuilt the account from the tracking layer up.
We went through every conversion action in the account. Identified what was firing, what wasn't, and what was counting noise. Stripped out bad signals and rebuilt the tracking setup so every data point actually meant something.
Determined and prioritized meaningful conversion actions — phone calls, form submissions, and location-level engagement — so the campaigns had something worth optimizing toward. The algorithm can only be as smart as the goals you give it.
Rebuilt the account with separate search campaigns for each franchise branch. Every location now has its own budget, its own bidding strategy, and its own performance data — clean, controllable, and comparable across the network.
The Laval branch was the first campaign to go live post-restructure. Here's what happened in the first 28 days.
| Metric | Before | After |
|---|---|---|
| Impressions | 1,502 | 11,590 |
| Clicks | 27 | 960 |
| CTR | 1.8% | 8.28% |
| Avg. CPC | $0.08 CAD | $0.51 CAD |
| Cost | $2.19 CAD | $493.03 CAD |
| Conversions | 8 | 84 |
| Phone Calls | 1 | 66 |
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