Financial consulting firm, Serbia
Accounting and consulting for small businesses - Where the budget leaks, and the order of fixes for 30 days
One-time Google Ads audit
About the client
A Serbian financial consulting and accounting firm serving small and mid-sized businesses. Google Ads was their main source of enquiries, with no clear view of where the budget went.
Type of work
Deliverable
Challenge
Tracking was unreliable, keywords pulled in irrelevant searches, and nobody knew which campaigns brought real consulting enquiries and which only spent money.
Strategy
This was a diagnosis, not an implementation. I checked tracking and attribution, campaign structure, match types and negative keywords, then ranked where budget was going without producing enquiries. The deliverable was a 30-day action plan in priority order.
Diagnosis: tracking and attribution
I checked whether the account counted real actions (calls, enquiries, contact forms) or minor events that are not enquiries. That directly decides what smart bidding learns.
Diagnosis: structure and keywords
Keyword overlap between campaigns, bid strategies that did not match the goal, and ad groups without a clear focus.
Deliverable: a 30-day plan
Keywords, campaigns and segments with no enquiries, ranked by how much they spend, plus the order of changes for the first 30 days.
Results
Type of work
Audit, no implementation
Deliverable
30-day action plan
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