Collett & Sons ran Google Ads campaigns to generate enquiries from potential heavy haulage and logistics clients. I was responsible for optimising these campaigns to improve performance and reduce wasted spend.

The existing campaigns had high cost-per-click and moderate click-through rates. Targeting needed refinement to reach the right decision-makers in power, energy, and industrial transport.

Audience Targeting: Refined audience segments to focus on industries most likely to need heavy haulage services – renewable energy, transformer manufacturers, and construction.

Keyword Refinement: Analysed search term reports to identify high-performing keywords and eliminate irrelevant ones. Added negative keywords to tighten targeting.

Ad Copy Testing: Ran A/B tests on headlines and descriptions, testing different value propositions to find what resonated most.

Bid Strategy: Adjusted bidding strategies to prioritise high-intent searches while maintaining cost efficiency.

Results: Cost-per-click reduced by 22%. Click-through rate increased by 35%. Improved enquiry quality from better-targeted campaigns.

Tools Used: Google Ads, Google Analytics (GA4), Google Keyword Planner