Pivotal Innovation
Performance Marketing
Google Ads
Project Overview
As part of Pivotal Innovation’s performance marketing efforts, I managed and optimized Google Ads campaigns designed to drive qualified traffic, improve ad efficiency, and increase conversions. The goal was to refine the ad strategy through targeted keyword selection, compelling ad copy, and continuous optimization of landing pages and performance metrics.
My Role
Keyword Research & Strategy
I conducted in-depth keyword analysis to identify high-intent search terms aligned with the target audience’s needs and business objectives. This strategy ensured that campaigns targeted users with the highest likelihood of conversion while maintaining efficient ad spend.
​
Ad Copy & Content Optimization
I wrote and optimized ad headlines and descriptions to increase engagement, relevance, and quality scores. Each ad was crafted with SEO best practices in mind, balancing persuasive messaging with data-driven keyword placement to improve click-through performance.
​
Performance Tracking & Optimization
I actively monitored core campaign metrics — including CTR, CPC, conversions, and ROAS — to assess performance and guide real-time adjustments. Through iterative testing and optimization, I refined bidding strategies, audience targeting, and ad variations to enhance ROI and reduce wasted spend.
Landing Page Creation & Optimization
To support ad performance, I designed and optimized a dedicated landing page aligned with ad copy and keyword intent. The page incorporated SEO-driven content, a streamlined layout, and clear calls to action, improving both conversion rate and overall quality score.
Outcome
The optimized campaign achieved a 6.2% click-through rate and a 4.4% reduction in cost per click, reflecting improved ad quality and targeting precision. Landing page conversions increased to 11.6%, driven by strategic alignment between ad messaging and user experience. The project delivered stronger campaign efficiency, higher-quality leads, and a sustainable framework for ongoing paid media performance at Pivotal Innovation.