Improving PPC Performance Through Strategic Optimisation
Goodenough College partnered with Granite 5 to improve PPC performance and maximise the value of Google Ad Grants. The project focused on paid search optimisation, international campaign expansion, and website conversion improvements.
Client
Goodenough College
Services
Sector
Education & Charity
Overview
Founded in 1930, Goodenough College is London’s postgraduate residential community, offering award-winning student accommodation in the heart of the city. The College required a proactive digital agency to improve PPC return on investment and bring structure and strategy to multiple paid advertising accounts and websites. Granite 5 delivered a structured, results-focused approach to improve performance across paid media and on-site conversion paths.
The Challenge
Goodenough College’s digital estate lacked alignment and optimisation across paid advertising and websites.
Separate paid and grant PPC accounts not following best practices
Low return on investment from paid search activity
Multiple websites with unclear user journeys
Limited international campaign reach
Our Approach
PPC account audit
Conducted a comprehensive audit of Google Ads accounts to identify performance issues and missed opportunities.
Continuous improvement strategy
Agreed a prioritised, iterative optimisation approach across ads and website changes.
Keyword and campaign restructuring
Undertook keyword research and reorganised keywords into clearly structured accounts, campaigns, and ad groups.
Advanced ad formats
Implemented dynamic search ads and image extensions to expand reach and improve engagement.
Website optimisation
Redesigned site navigation and improved landing page content to simplify journeys and increase ad quality scores.
International expansion
Created dedicated campaigns, ad groups, and ads targeting the US market.The Results
The optimised strategy delivered significant performance improvements across paid search.
Increased conversions
Achieved a 60.62% increase in conversions, rising from 2,044 to 3,283.
Improved grant utilisation
Delivered a 298.17% increase in Google Ad Grant spend.
Stronger account structure
Clearer campaign organisation improved efficiency and scalability.
This project focused on bringing clarity and discipline to a complex PPC setup. By aligning ads, keywords, and landing pages, we were able to unlock significant improvements in performance.
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