Hotpoint PPC Audit: Recovering Wasted Ad Spend
How we identified a £3k+ revenue opportunity by restructuring a failing PPC account and eliminating budget bleed.
The Client
Hotpoint
A leading global brand in home appliances, seeking to optimize digital acquisition.
The Service
PPC & Analytics Audit
Comprehensive review of Google Ads infrastructure, targeting, and conversion tracking.
Key Result
£3k+ Monthly
Immediate revenue opportunity identified through budget reallocation.
The Challenge
Despite generating revenue, the account's health was failing. The client was investing heavily in Google Ads, but top-line growth was masking severe underlying inefficiencies.
- Quality Score Collapse: Quality Scores had dropped by 40% across top-performing campaigns, drastically increasing CPCs.
- Impression Share Bleed: The account was losing significant impression share due to artificial budget caps.
- Irrelevant Spend: 'Wasted' spend on irrelevant broad-match clicks and poor negative keyword management was rising week over week.
The Solution
Restructuring Account Architecture
We moved away from a tangled structure to a SKAG (Single Keyword Ad Group) and tightly themed ad group model. This immediately restored ad relevance and began repairing the Quality Scores.
Aggressive Negative Keyword Sculpting
We implemented a comprehensive, multi-tiered negative keyword list, stopping thousands of pounds from bleeding into irrelevant search terms (like "used," "repair," and competitor models not stocked).
Budget Reallocation & Bid Strategies
By shifting budget away from poor-performing campaigns hitting caps, we funded the high-converting campaigns that were losing impression share, adopting tROAS bidding for sustained performance.
The Results
£3k+ Recovered
Monthly wasted spend identified and reallocated to profitable campaigns.
Quality Score Rebound
Average account QS increased from 4.2 to 7.8, drastically lowering CPC.
Impression Share Maximized
Uncapped budgets on top-performing campaigns led to a 22% increase in visibility.
Are you bleeding budget?
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