Optimization of the digital strategy in Google Ads with Performance Max 

Challenge

Improving lead quality  

Solution

Implementation of Demand Gen and Performance Max campaigns

Developed an integrated full funnel strategy to optimize lead generation. Implemented Demand Gen and Performance Max campaigns, combining in-house and third-party data, along with Smart Bidding to optimize investment.  Restructured legacy campaigns, simplifying structures with broad match and consolidating Performance Max to improve segmentation. This allowed for better budget allocation.


Faced with an outdated campaign structure, QUADIS implemented a gradual restructuring. Existing campaigns were simplified with broad matching to improve signaling to the algorithm, while Performance Max was optimized with consolidated structures and targeted audiences to segment messages at key moments.

QUADIS has made a decisive and successful bet on Google Ads to compete in a market that demands full-funnel strategies.

— Alejandro Melero, Account Manager at Adsmurai

Results

More qualified leads and increased conversion rate

Thanks to this strategic grouping, advertising investment was optimized, resulting in a 44% reduction in cost per conversion and a 127.5% increase in lead generation. The conversion rate increased from 7.7% to 9.2% in 2024. As a result, Google Ads was established as the main effective results channel for QUADIS.