PPC Campaign + Landing Page — 300% Conversion Lift
Inherited a PPC account optimized for vanity metrics with no landing page. Restructured around high-intent, high-ticket keywords with manual bidding, +30% geo-radius bid adjustments, and a hand-coded conversion landing page built from scratch.
The Challenge
The inherited PPC account was optimized for clicks and impressions — metrics that looked good in reports but had no connection to actual business outcomes. Budget was spread thin across broad-match keywords, conversion tracking was misconfigured, and there was no attribution model to connect ad spend to revenue. The client also had no dedicated landing page — paid traffic was being sent to the general website, bleeding conversions at every step.
The Solution
Rebuilt the entire campaign structure from the ground up. Implemented proper conversion tracking, reallocated budget toward high-intent keywords, restructured ad groups around buyer intent stages, and corrected the attribution model so every dollar of spend could be traced to actual revenue impact. (For the strategic framing of when this kind of restructure makes sense vs. shifting toward organic, see SEO vs PPC for small business.)
As part of this restructure, I designed and hand-coded a conversion-focused PPC landing page from scratch — the original landing page that ran while the agency's dev team built out the full site. Dark theme, sticky mobile CTAs, insurance carrier autocomplete search, trust signals, and a friction-free estimate request flow — all built to convert paid traffic into qualified leads.
What Changed
- Campaign structure rebuilt around buyer intent
- Manual bidding strategy with geo-radius targeting
- +30% bid adjustment within 5-mile radius
- Custom PPC landing page (hand-coded HTML/CSS/JS)
- Insurance carrier autocomplete search
- Conversion tracking + attribution rebuild
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