Paid Media
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A regional waste collection company sought to improve lead quality and maximize the efficiency of its search advertising. Operating in a highly competitive local market, the client faced rising costs and unstable campaign performance due to fragmented data and inconsistent account structures.
I was responsible for rebuilding the entire search account, redefining conversion tracking, optimizing bidding strategies, and improving landing-page performance to drive more qualified inquiries.
Industry: Unwanted Items Collection (Urgent Services)
Region: Japan
Ad Platforms: Google Search Ads, Yahoo! Search Ads
Monthly Budget: Approx. ¥2M
Goal: Increase qualified phone and inquiry conversions while improving ROAS
Inaccurate conversion tracking leading to inconsistent data
Disorganized campaign setup causing bidding inefficiency
Limited ad copy testing and lack of structured experimentation
Underperforming landing pages with unclear user flow
Low-quality leads with minimal conversion value
Reconfigured conversion tracking (Expanded CVs, Call Tracking, Attribution) to restore measurement accuracy
Streamlined campaign structure and automation settings to stabilize bidding and delivery
Implemented a systematic ad testing framework to refine messaging and performance
Enhanced landing pages using heatmap insights and A/B testing to improve engagement
Identified high-value keywords through close client collaboration, prioritizing profitable audience segments
