Armin helps us at Järv Äventyr and we warmly recommend him. He has sharpened our Google Ads campaigns, helped us set up Demand Gen and is an excellent sounding board for optimising our Meta Ads campaigns.
Case studies
Case studies and results from Google Ads and Meta Ads
Real case studies across SaaS, e-commerce and lead generation. I explain what I changed, why I changed it and the results it produced in Google Ads and Meta Ads.
Explore the case studies
Experience includes:
Google Ads AI/SaaS business across 42 markets
26% more conversions and 18% lower CPA
Google Ads was already an important sales channel. The brief was to gain better control of a large account and create a structure that could develop further.
Much of the account ran through Performance Max and Google’s automation. Several PMax campaigns overlapped, while standard Search advertising was far more limited.
Automation itself was not the problem. The structure made it difficult to understand which markets, queries and campaigns could be scaled.
I wanted to give automation better foundations.
I consolidated where possible and only split campaigns when there was a concrete reason, such as market, profitability or a clear business objective.
What I changed
- Gave Search a larger, clearer role
- Created a new phrase-match structure with hundreds of relevant keywords
- Separated markets more clearly by priority and potential
- Created landing pages for different search intents
- Tested CPA and ROAS bidding
- Used Performance Max in a more structured way
- Added first-party data, Demand Gen and new creative
Compared with the previous month:
+26 % conversions-18 % CPA
During the results period of around one month, approximately SEK 667,000 was invested in Google Ads. The account generated around 928 conversions at a CPA of SEK 719. More automation does not mean Google should automatically decide the structure of the entire account. Automation works better with clear goals and a structure grounded in the business behind the account.
Google Ads Swedish e-commerce
ROAS increased by 186% to 921%
This account did not need an advanced trick. It first needed the basics put in order.
Ads had not been updated for a long time. Google had automatically created some ad copy and other assets. Geographic targeting was much broader than the company’s actual market, and Performance Max had a rough structure grouping large parts of the range together.
Brand and other traffic were not clearly enough separated either. Branded traffic within Performance Max can make the campaign look very strong. Someone already searching for the business name is very different from someone who has never heard of it.
Mixing them makes it harder to understand how much new sales the advertising creates. On the page about my Google Ads consultancy service I explain how Search, Shopping and Performance Max need to work together.
What I changed
- Gave Google Shopping a clearer leading role
- Rebuilt Performance Max around relevant product categories
- Rebuilt non-brand Search with a new structure, keywords and ads
- Separated brand traffic
- Aligned bidding more closely with the business objective and profitability
Google Ads Swedish service business
18 qualified leads versus 9 the previous year
With around 4% higher ad spend, all 18 progressed to a home visit.
On the surface, Google Ads and conversion tracking were already in place. The problem was that Google received poor information about what the business wanted.
Contact forms, home-visit bookings and job applications were treated as the same type of conversion. To Google Ads, a job application could appear as valuable as a potential customer. Tracking existed, but Google received the wrong signals.
Brand, competitor and generic searches were also grouped together. Campaigns optimised for Maximise Clicks. Negative keywords were managed inconsistently at ad group level, and almost all traffic went to the homepage despite the business having dedicated landing pages.
- 18
- Qualified leads
- 9
- Form submissions the previous year
- +4 %
- Ad spend
- 18/18
- Progressed to a home visit
What I changed
- Separated the conversion actions
- Removed job applications from Google’s optimisation goals
- Built a new structure for brand, competitor and generic searches
- Used relevant landing pages
- Restructured search terms and negative keywords
Growth Swedish service business
When the brief went beyond an ad account
Here I took responsibility for large parts of digital marketing, beyond Google Ads or Meta Ads alone.
The business needed both new customers and service providers to recruit. We needed to generate more demand and handle larger lead volumes without administration becoming a bottleneck.
My work included Google Ads, Meta Ads, GTM and GA4, the website and landing pages, HubSpot CRM, pipelines, segmentation and automated email flows.
As lead volume grew, CRM and automation became at least as important as the advertising itself. Generating leads mattered little if the organisation could not handle them.
Over around six months, the work contributed to the results shown alongside.
450+leads through Meta Ads69% lower cost per lead
100+leads through Google Ads40% lower cost per conversion
550+people recruited63% lower cost per lead
When the advertising started to scale
As volume increased, I also built pipelines, segmentation and automated email flows in HubSpot. This allowed the business to handle more leads without administration growing at the same rate. Advertising can create demand, but the rest of the customer journey must be able to handle it too.
Reviews
Armin is the best you can find! Knowledgeable, thorough and quick to act. He works in a structured way and brings smart suggestions and ideas to connect all the pieces of our performance marketing.
We have been working with Armin for a while on marketing through Meta. He is curious, proactive and has given us valuable insights beyond his main brief. The marketing results look very promising.
What stands out in particular is his expertise in Google Ads and SEO. Armin really understands the data, systems and tools available, and continually optimises based on them.
Armin helped me set up Google Ads from scratch. The account is so well organised that it felt familiar straight away. Fantastic drive and a willingness to teach.
Armin brought confidence to our digital marketing through his strong understanding of strategy and web analytics. His practical approach made the campaigns well structured and effective.
Excellent, efficient help with getting your product or message out there. Armin is also very kind and pleasant to work with.
Armin’s dedication and deep knowledge of search platforms have been crucial to our results. His drive to explore and understand Search has led to innovative solutions and accounts performing at the highest level.
Armin is highly skilled, detail-oriented and always willing to challenge ideas and hypotheses. His technical knowledge is a great asset in complex projects with both qualitative and quantitative elements.
I have worked with Armin on several projects, and he is always very easy to work with. He improves digital presence, account structure and bidding without reducing sales.
Quick to respond, with good, inventive ideas. Armin always delivers quality work.
Extremely knowledgeable, strategic and pleasant. He can help your business grow in more ways than digital alone, which he knows exceptionally well.
Armin is pragmatic and very responsible. He understands what you want and delivers it.
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