A campaign that's stood still a year after launch costs more than it looks like on paper. This is how we restructure existing Google Ads and Meta Ads campaigns based on historical data, rather than generic advice from the internet.
Campaign optimisation, before you decide price is the only lever left
Existing Campaign Optimisation
A campaign that's stood still a year after launch costs more than it looks like on paper. This is how we restructure existing Google Ads and Meta Ads campaigns based on historical data, rather than generic advice from the internet.
The campaign has been running for a while — you set it up yourself at some point, or a freelancer has been managing it by the hour. Cost per click keeps climbing month after month, and nothing in the structure seems to change apart from the budget figure.
You're increasingly convinced the only thing left is to cut prices and compete on the same terms as everyone else — because nobody has shown you a lever other than price.
We start with historical data from your own account, not generic advice — we check what's actually driving conversions and what's just spending budget, and we roll out changes in stages, so it's clear what actually worked.
We analyse a minimum of three months of historical data, restructure overly broad campaigns into narrower ad groups, adjust the bidding strategy to fit your real goal, and expand the negative keyword list. Before we touch anything, we also check whether conversion tracking is actually working correctly.
One thing we don't do: we don't change everything at once. A campaign restructured in one big cut loses all the history the bidding algorithm learned from — so we roll out changes in stages, even if that means a longer process than a one-off rebuild.
What you get
- Your budget starts working harderThe same budget delivers more orders, because it stops funding clicks with no realistic chance of converting.
- Cost per acquisition dropsThe account structure starts reflecting what's actually selling, not how the campaign was set up a year ago.
- You know what to scale and what to shut downDecisions are based on your own account's data, not generic advice online that doesn't know the specifics of your industry.
We don't publish other clients' optimisation results — that's sensitive data belonging to them. Instead, we show the method: before we touch anything, we measure a baseline — the campaign's current state — so a month later you can see a real difference, not just a claim of improvement.
Scope and pricing
Optimisation includes an audit of a minimum of three months of historical data, restructuring campaigns and ad groups, adjusting bids and bidding strategy, an expanded negative keyword list, and weekly monitoring for the first month after changes go live.
The process runs in a few steps:
- Account access and analysis of at least three months of historical data.
- Establishing a baseline — what current results look like, before we touch anything.
- A prioritised change plan — what we fix first and what can wait.
- Rolling out changes in stages, not all at once.
- Weekly monitoring and further adjustment during the first month after changes.
We quote the price after reviewing the current state of the account — it depends on account size and the scope of historical data to analyse, not a single flat rate for every case.
Our guarantees
Measurement before changes. Before any change, we measure a baseline, so you have a solid reference point to compare results against after optimisation.
Changes rolled out in stages. The full history of changes is documented, so at any point we can revert to the previous configuration if something doesn't work.
KPIs agreed before we start. We agree the success metric with you, matched to your margin model and business goal, before we make any changes.
Availability
Restructuring is best rolled out outside your industry's peak season — bidding algorithms need time to "relearn" a new structure, and changing things right before the season risks a short-term dip in results at the worst possible moment. The number of accounts we take on for optimisation is limited, so each one gets real weekly monitoring.
Order a campaign optimisation
Get in touch and share a link to your Google Ads or Meta Ads panel — we'll come back with an initial assessment and a quote for the optimisation.
What you lose by waiting
The longer a year-old structure stays unchanged, the more click costs rise across the whole industry — and you're left with only one available lever, price, instead of a campaign that actually pays for itself.
In short
Restructuring based on at least three months of your own historical data · a baseline measured before any changes · changes rolled out in stages, reversible at any point · conversion tracking checked and fixed before optimisation begins · billed by the hour, never a percentage of ad spend.
Frequently asked questions
How much does Google Ads campaign optimisation cost?
It depends on account size and the scope of historical data to analyse — we give you an exact quote after reviewing the current state of the account.
What exactly do you change during optimisation — do you delete the campaign and rebuild it?
We don't start from zero if the account already has historical data — we restructure the existing setup based on what's actually been working, so we don't lose the algorithm's accumulated experience.
Do you also optimise campaigns with very old, chaotic structures, or just minor tweaks?
Both — from a small bid adjustment to a full restructure, the scope depends on what the historical data audit reveals.
What do you mean by "improving ROAS" — which metric counts as success?
We agree the success metric with you before we start, matched to your margin model and business goal — ROAS only makes sense relative to a specific number, not as a general slogan.
Can I just order scaling for a campaign that's already performing well, without changing the structure?
Yes — if the campaign is already delivering results and you want to increase budget without losing efficiency, we do gradual scaling with monitoring instead of one large budget jump.
Does optimisation cover Meta Ads campaigns too, or just Google Ads?
Both platforms — the mechanism is the same: historical data analysis, restructuring, and staged rollout of changes, adapted to the specifics of each platform.