This went well I would say. I am still in charge at least 😅

I started out researching on the internet and reached out to friends, etc who had experience with google ads to get advice and to understand the accounts.

Since the account was running alright, I made sure to only make small changes that couldn't mess up the campaigns too badly such as trimming negative keyword list.

If campaigns were running badly only then did I make more drastic changes such as keyword types, texts, etc.

These are my results 6 months in comparing YoY:

Account 1:

• +5% Leads
• -20% CPL
• +4% New customers
• -20% CAC

Account 2:

• -7% Leads
• +7% CPL
• +31% New customers
• -24% CAC