A five-month campaign moved onto Maximise Conversions with target CPA, generating 3,015 clicks from 33,200 impressions at a 9.09% CTR and £1.21 average CPC, with 508 recorded raw leads.
The account needed to protect lead volume while improving the quality of traffic and search coverage around Schengen visa agent and consultancy terms.
A five-month campaign moved onto Maximise Conversions with target CPA, generating 3,015 clicks from 33,200 impressions at a 9.09% CTR and £1.21 average CPC, with 508 recorded raw leads.
The funnel uses only the metrics supplied for this case. Where booked-job data is unavailable, it is not invented.
The account is judged from spend and traffic through to the strongest downstream signal available in the source.
Platform activity is useful only when it helps explain what produced commercially relevant demand.
The account needed better lead quality without collapsing front-end volume.
The campaign required a strategy that could use conversion data while respecting CPA.
High-intent visa-agent terms continued to drive much of the useful traffic.
Competitive impression share mattered in a narrow search market.
Ad-to-query relevance was strong enough to support continued scale.
The supplied case provides raw-lead data, not booked-client attribution.
This section explains why the account changed, not every setting that was touched.
Shift bidding toward conversion efficiency while keeping the campaign able to gather enough data.
Preserve the strongest visa-agent and consultancy searches as the account's commercial base.
Use impression share to understand competitive reach, not as the final success metric.
The work is grouped into the parts that changed the account's signal quality, search coverage or conversion path.
Moved the campaign to Maximise Conversions with target CPA.
Maintained emphasis on high-intent search terms.
Kept strong CTR across the core visa search themes.
Tracked impression share and keyword-level performance.
Where a case has confirmed-booking or client data, that feedback should sit closer to bidding. Where it does not, the page is explicit about the limit.
These figures are taken from the supplied case-study material. No missing booked-client or revenue metric has been inferred.
The supplied 89.5% Google Ads optimisation score and roughly 40% impression share are supporting account signals.
The campaign delivered a strong front-end conversion rate of roughly 17% from clicks to recorded raw leads. Because booked-client or revenue data was not supplied for this case, the page stops at documented lead-generation performance.
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