Bringing order to the ad account
An online store came to us with paid search already running on the Kazakhstan market, but without systematic optimisation: budget was spent inefficiently, and the campaign structure made it impossible to see and scale what actually sells.
What we optimised over 4 months
Account audit
Broke down the campaign, ad-group and ad structure; found where budget went without return.
Semantics & negatives
Cleaned the core of off-target queries and expanded negative lists — so impressions follow commercial intent.
Campaign structure
Rebuilt ad groups around clear intents: one group — a relevant ad for its query cluster.
Budget & bids
Reallocated budget toward effective campaigns and combinations, paused unprofitable ones.
Display & remarketing
Set up follow-up ads for prior site visitors — to bring them back and close the deal.
Analytics
Linked Google Ads and analytics for transparent conversion tracking.
Outcome over 4 months
Over 4 months the account reached a manageable state: a transparent campaign structure, clean semantics and controlled budget spend on the Kazakhstan market. The ads started working for commercial intent rather than 'eating budget' on irrelevant impressions — exactly the base from which campaigns can be scaled steadily.
Project team
The project was run by Alyona Polyukhovich — PPC and targeting (PPC + Meta). Full team and roles on the 'About' page.
What's next
Our full Google Ads launch-and-optimisation methodology is in the guide setting up an ad campaign in AdWords. Need your account optimised? The concrete next step is an ads audit.