An industry-leading distributor of plastic sheet, rod, tube, film, and related products, backed by more than seven decades of industry expertise and heritage.
An industry-leading distributor of plastic sheet, rod, tube, film, and related products, backed by more than seven decades of industry expertise and heritage.
My Process
Upon taking over the Google Ads account, it became clear that a comprehensive overhaul was needed. Many campaigns had been duplicated from existing setups, resulting in a cluttered account structure, inconsistent organization, and a lack of strategic cohesion.
My plan was simple:
1. Increase communication between Profit Center Managers (PCMs)
2. Develop a framework for consistent campaign management
3. Increase B2B & B2C lead quality at a lower advertising budget
Optimization
The first step was coordinating meetings with profit center managers to gain a deeper understanding of each location’s business, goals, and challenges. During these discussions, we gathered key insights, including:
1. Their advertising budget
2. The most popular/successful product groups to advertise for
3. Their goals as a profit center
Once a plan of action was established for each profit center, the focus shifted to implementing a tailored strategy at scale to maximize efficiency and performance. Each location underwent a comprehensive audit, followed by strategic recommendations designed to address key opportunities and drive measurable improvements.
Master Edit Document
Ad Group CPC Analysis
After optimizations were implemented, maintaining consistent communication with the client and profit center managers remained essential. As product availability changed, new products were introduced, or marketing objectives shifted, we needed to be prepared to adapt the strategy accordingly. Bi-weekly performance meetings with reporting helped ensure campaigns remained aligned with business goals and that adjustments were made proactively as needed.
+24% Increase in Conversions and +50 profit centers added
Ultimately, after implementing key optimizations and establishing a strong account structure, the account saw a +24% increase in conversions. What began as a 60 campaign account nearly doubled during my time managing it, growing to 110+ campaigns and +50 additional profit center locations.
The end result: a lead-generation machine supported by consistent client communication, streamlined processes, and highly satisfied profit center managers.
Reporting
After optimizations were implemented, maintaining consistent communication with the client and profit center managers remained essential. As product availability changed, new products were introduced, or marketing objectives shifted, we needed to be prepared to adapt the strategy accordingly. Bi-weekly performance meetings with reporting helped ensure campaigns remained aligned with business goals and that adjustments were made proactively as needed.
October 2024 Monthly Ad Report
August 2025 Monthly Ad Report
The Result
+24% Increase in Conversions and +50 (+83%) profit centers added.
Ultimately, after implementing key optimizations and establishing a strong account structure, the account saw a +24% increase in conversions. What began as a 60 campaign account nearly doubled during my time managing it, growing to 110+ campaigns and +50 additional profit center locations.
The end result: a lead-generation machine supported by consistent client communication, streamlined processes, and highly satisfied profit center managers.