Case Study Summary
Sean Hecking Consulting (SHC) executed a restructuring of a clients’ Google Ads & Merchant Center accounts for better targeting and reporting. SHC conducted a full PPC audit and noted a steady decline in paid media and organic search performance starting in 2023. The campaigns had overlapping ad formats targeting the same audiences and duplicated conversions causing poor bid strategy performance. A majority of the clients’ website clicks were coming from Google with a very small percentage coming from Meta, Bing, and AI searches from ChatGPT.
SHC recommended a partial restructuring of the account, a GA4 tracking audit, along with a tag review and testing in Tag Manager. The review process took about three weeks total, followed by a new strategy and road map. After a period of three months, there was a noticeable improvement to campaign performance.
Tools & Technology
- Google Ads
- Google Tag Manager
- Google Analytics / GA4
- Google Data Studio
- SEM Rush
- Screaming Frog
Results
The client noticed an increase in orders on Google Shopping by 59% from Q1-Q3. Overall there was a small increase in total PPC, SEO, Direct, and email sales. This broke the trend of a 20-30% declines in orders from 2023-2025. The SHC team only focused on the PPC account during this project and did not engage in SEO execution. SHC team hit a 59% goal for paid media vs 20% stated goal by the client.
Dowload
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