International Airline Brand (Asia)
Google Ads
Account Audit Strategy Optimization Live Reporting (Looker Studio)
The Challenge
Stepped into a live account mid-flight and I identified three critical issues undermining campaign performance and budget efficiency. (Not having access to real conversion value from backend via Google Tag for permission reasons, also a big challenge)
Broken Conversion Tracking
Add-to-Cart + Purchase both counted as conversions, inflating reported conversions ~3× and creating a false picture of campaign efficiency. Real purchase data was invisible.
Wasteful Keyword Targeting
Broad-match terms like "business class" were draining significant budget on low-intent traffic. On a ฿40K/month account, every wasted baht matters.
No Live Reporting
There was no real-time visibility into campaign performance. Decision-making relied on periodic manual exports with no unified view across campaigns.
My Approach
01. Client Brief & Strategy
Received requirements through Account Executive. Developed a targeting strategy for Search, and PMax campaigns aligned to routes and deal promotions. Sent strategy for approval before any execution.
02. Account Audit & Cleanup
Full audit of existing setup. Fixed conversion tracking to measure purchases only, rebuilt account assets such as structured snippet, sitelinks, callout, etc. Eliminated broad-match keyword waste and restructured ad groups for intent alignment. Established a clean performance baseline.
Campaign Execution
Executed campaigns across active campaign types including Search and Performance Max. Managed keyword bids, ad copy, audience signals, and budget allocation across routes (Taiwan, Japan, Europe, USA) from Bangkok & Chiang Mai.
Monitor, Optimize & Report
Continuous optimization of bids, keywords, and targeting. Built a live Looker Studio dashboard (campaign, keyword, device, regional breakdowns). Delivered client-facing decks with forward recommendations.
Result
| Metric | Before (Mar - Apr) | After (Apr - May) |
| Impression | 234.2K | 238.3K ↑1.7% |
| Clicks | 10.4K | 7.0K ↓33% |
| Monthly Spend | 50.4K | ฿44.7K ↓11% |
| Avg CPC | ฿4.83 | ฿6.41 ↑32% |
| Conversions | 687 (ATC + purchase) | 207 (purchases only) |
| CTR | 7.5% | 7.9% ↑5.3% |
| Cost / Conv. | ฿73 (misleading) | ฿216 (Purchase only CPA) |
Conclusion
Although the performance improvements were already noticeable, the most important outcome was establishing a trustworthy foundation.
The account now runs on accurate conversion data, cleaner targeting, and transparent reporting, enabling more effective optimization and scalable growth in future campaigns.
