+94% Google Ads revenue.

Luigi already had a very good year behind it, with a mature account where the usual optimisations had been done. The goal for 2020 was more ambitious: much more revenue and, at the same time, a better return for every euro.

At this point the easy wins do not show inside Google Ads. The platform shows totals per campaign, while the big patterns hide in how structure, searches, bids, audiences and time of day combine.

There was also a question of order. The account had grown bit by bit over three years, collecting inconsistent names, ad groups with mixed intent and negative keywords that differed from part to part.

A manual rebuild would have fixed this for a while, but within a year the same problems would have returned. The rebuild had to be automated to last.

Our own software rebuilt the whole Google Ads account from the Merchant Center feed and a set of rules. Every campaign follows the same template, so the disorder does not come back.

Account performance flows every day through ELT into a data warehouse, together with revenue from GA4, the catalogue and the e-shop's orders. That becomes the one truth for everyone.

Outside the platform, patterns appear that Google Ads does not show: searches wasting budget, hours with weak returns, campaigns cannibalising each other, and audiences with very different performance.

Power BI dashboards turn them into weekly actions: which negative keywords to add, which hours to limit, which audiences to split. Every action is measured, and the account improves week after week.