31% CPA Reduction Across Multi-Market Google Ads Campaigns

Overview: This project focused on improving cost efficiency across Google Ads campaigns running in multiple EMEA markets. Campaign performance was initially below target, with higher-than-desired CPA levels impacting overall efficiency. The objective was to implement a structured optimisation strategy to improve performance and reduce acquisition costs.

Objective: The primary objective was to reduce CPA across campaigns while maintaining or improving conversion volume. This required a combination of bid strategy optimisation, campaign restructuring, and continuous performance analysis to identify and address inefficiencies.

Role & Responsibilities: I led the optimisation strategy across markets, analysing performance data, identifying key areas for improvement, and implementing changes across campaign structure, bidding strategies, and targeting. I also monitored performance closely and iterated on strategies to ensure sustained improvements.

Approach & Tools Used: The approach involved detailed analysis of search term data, keyword performance, and bidding strategies within Google Ads. Campaign structures were refined to improve targeting and efficiency, while bid strategies were adjusted to better align with conversion goals. Continuous testing and optimisation were applied to ensure ongoing performance improvements.

Challenges & Solutions: A key challenge was maintaining performance consistency across multiple markets with varying behaviours and data volumes. To address this, I implemented a structured optimisation framework that allowed for both global consistency and local flexibility, ensuring strategies could be adapted to each market while maintaining overall alignment.

Results & Impact: Through continuous optimisation and strategic adjustments, CPA was reduced by 31% YoY across markets and brands. This significantly improved campaign efficiency and contributed to stronger overall performance against business objectives.

Key Learnings & Reflections: This project highlighted the importance of structured optimisation and continuous testing in driving performance improvements. It also reinforced the value of combining data analysis with strategic thinking to deliver scalable results across multiple markets.