A seven-month Smart Bidding search campaign generated 643 recorded conversions from 3,331 clicks at a 7.60% CTR, £1.06 average CPC and £5.47 cost per conversion while maintaining strong competitive visibility.
The consultancy depended on high-intent searches around Schengen visa agents, consultancies and applications from the UK. The account needed efficient lead generation while competing with established advertisers.
A seven-month Smart Bidding search campaign generated 643 recorded conversions from 3,331 clicks at a 7.60% CTR, £1.06 average CPC and £5.47 cost per conversion while maintaining strong competitive visibility.
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.
Visa-agent and consultancy terms were the most commercially useful search themes.
The account competed directly with established advertisers in a narrow intent pool.
Enough conversion volume was needed to keep automated bidding stable.
A planned campaign pause needed to avoid damaging the account's underlying quality.
The campaign needed to preserve high-intent reach without broadening into weak traffic.
The supplied data supports recorded conversions, not final booked-client revenue.
This section explains why the account changed, not every setting that was touched.
Prioritise agent, consultancy and application terms closest to a consultation decision.
Avoid unnecessary structural changes when the account was already producing consistent conversion data.
Use post-pause performance to test whether targeting and quality remained durable.
The work is grouped into the parts that changed the account's signal quality, search coverage or conversion path.
Focused campaign coverage around commercially useful Schengen visa terms.
Used automated bidding around a stable conversion objective.
Tracked competitive visibility and high-performing keywords.
Resumed the campaign after a planned hold and monitored immediate recovery.
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 87.4% optimisation score and roughly 40% impression share are treated as supporting diagnostics, not commercial outcomes.
The account demonstrated durable lead-generation efficiency across a seven-month window. After the planned pause, CTR returned to 8.65% and 33 conversions were recorded in the first week back, supporting the view that the underlying targeting remained stable.
A Free Health Check gives you a practical starting point before committing to a larger Google Ads project.