Lead GenerationFinancial ConsultingSerbia

MBFinance

Financial consulting and accounting for small businesses — 4 key optimisation areas — 20-30% potential savings identified

One-time Google Ads audit

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About MBFinance

MBFinance is a Serbian financial consulting and accounting firm focused on small and medium-sized businesses. As a lead generation business in a local market, Google Ads was the primary acquisition channel — but without clear visibility into where budget was going or what was actually bringing in clients.

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20-30%

Potential budget savings

4 areas

Key problem areas identified

30-day roadmap

Action plan

Verified and corrected

Tracking accuracy

Challenge

The account was spending budget without a clear structure: tracking was misconfigured, keywords were attracting irrelevant searches, and there was no reliable data on which campaigns were generating actual consulting enquiries. The client had no way to determine what percentage of their budget was wasted or whether the conversions the system reported were genuinely relevant leads.

Strategy

A comprehensive Google Ads audit was conducted covering the full account structure — from tracking setup and attribution, through campaign architecture and keyword strategy, to identifying specific budget waste areas. The audit output was a prioritised action plan with concrete implementation steps for the following 30 days.

Tracking and attribution audit

Verification of conversion tracking accuracy and attribution model integrity. Identified whether the system was recording the right actions (calls, enquiries, contact form submissions) or counting irrelevant micro-events as conversions — which directly affects how smart bidding optimises the account.

Campaign structure and keyword strategy analysis

Detailed analysis of campaign organisation, match types, and negative keyword lists. Identified keyword overlap between campaigns, inadequate bid strategies, and ad groups without clear focus — each of these was consuming budget without proportional value.

Budget waste identification and reallocation plan

Specific keywords, campaigns, and segments consuming budget without conversions were identified and ranked by waste volume. A 30-day action plan with recommended reallocations and prioritised changes was delivered to maximise ROI.