Summary  
This chapter explains iterative optimization methods where you diagnose performance issues, implement focused adjustments, and continuously refine strategies based on data feedback.

General domain of usage  
Digital advertising

Theories are useful, but nothing teaches faster than **real-world experience**. This chapter reviews case studies from eCommerce, SaaS, local services, and education to show how problems were solved in practice.


### Key Points:

- An **eCommerce skincare brand** improved ROAS by 48% after refining match types, cleaning up negatives, and adding Performance Max campaigns;
- A **B2B SaaS company** boosted lead quality by 3× through tighter targeting, disqualifying negatives, and better landing page forms;
- A **local plumbing service** cut cost per lead by more than half by fixing broken tracking, optimizing mobile CTAs, and shifting to call-only ads during peak hours;
- A **niche candle store** rebounded from post-holiday slump by identifying seasonality, running themed bundles, and retargeting warm audiences;
- A **language school** increased qualified leads by 83% after switching generic video ads to testimonial-driven creatives and using lead form extensions.

The common thread: **diagnose, adapt, and refine** - small, focused changes can lead to major turnarounds.

The complete course for freelancers, business owners, and marketers to confidently run
profitable Google Ads campaigns—designed for real-world application.

An introduction to Google Ads, exploring how it can benefit your business or clients, the different types of campaigns available, and a guided look inside the platform’s interface.

Learn how to set up your Google Ads account for long-term success, from structuring it professionally and integrating key tracking tools to configuring billing, permissions, and essential business settings.

Master keyword research and targeting by learning how to use the Keyword Planner, understand match types, and build ad groups strategically for maximum campaign performance.

Learn how to create ads that drive results by writing compelling ad copy, leveraging ad extensions for greater impact, and following best practices to ensure smooth approval.

Discover how to design landing pages that drive action, ensure a strong message match with your ads, and use testing and optimization tools to continually improve performance.

Gain full control over your ad spend by understanding daily vs. lifetime budgets, choosing between manual and automated bidding, and optimizing your Quality Score for better results.

Unlock the full potential of audience targeting by creating core, custom, and lookalike audiences, applying high-converting remarketing strategies, and leveraging Customer Match with GA4 audiences in your campaigns.

Learn what Performance Max campaigns are, when to use them, how to provide high-quality creative assets and data, and the best practices for monitoring and optimizing their performance.

Explore why short-form video is so powerful in 2025, how to create effective YouTube ads using accessible tools, and proven targeting strategies to maximize video campaign success.

Master conversion tracking and attribution by setting up Google Ads tracking, using UTM tags and GA4 events, comparing attribution models, integrating multiple data sources, and building advanced reports in Google Looker Studio.

Learn how to troubleshoot poor campaign performance, manage negative keywords and UX issues, perform regular account audits, adapt strategies during force majeure events, and apply lessons from cross-industry case studies.

Discover when and how to scale campaigns effectively, leverage scripts and rules to automate campaign management, and stay up to date with the latest platform changes to maintain a competitive edge.

Case Studies Across Industries

Key Points:

Case Studies Across Industries

Key Points: