To scale results and effectively reduce cost per conversion, the Admixer Media team, in collaboration with IMarketing, conducted a campaign audit and implemented the following strategic actions:

• Account Structure Optimization:
  Campaigns were restructured by separating branded and generic keywords. A “mass cleanup” was performed by excluding irrelevant placements and pausing underperforming keywords and ad groups that were consuming budget. Manual bid adjustments were applied for high-value, competitive queries. This allowed the team to focus resources on acquiring new audiences. 

• Transition to tCPA:
  Key marketing goals and priority conversion actions were defined. Budgets were reallocated according to chosen bidding strategies, enabling the system to automatically capture the most relevant traffic and reach target users. 

• Targeting Expansion:
  English language settings were added to expand audience reach, which is critical in IT where many specialists use English interfaces and search queries. Geographic settings were refined to improve traffic relevance. 

• Quality Score Improvement:
  Ad copy was updated to better match landing pages. 

• Analytics and Tracking:
  A comprehensive GA4 audit was conducted, correcting misconfigured conversion events and synchronizing data between Google Analytics and Google Ads. This ensured data transparency and allowed algorithms to learn from “clean” conversions.