Icon
Logo
X
SMP Logo

Kinsella Tax (PPC) Project Overview

Name:

Kinsella Tax (PPC)

Industry:

Tax Investigation Specialist

Services:

Google Ads Management, PPC

Duration:

July - Sept 2025

Trigger Date:

Aug 2025

The Challenge

Kinsella Tax campaigns were having trouble finding leads that can lead to a deal between its audience since the service that they offer is riddled with similar yet different cases of assistance. Because the campaign already has an established history but still has troubles finding the right audience, a thorough refinement and tuning of what can be considered as a conversion is what we have to do.


The Strategy

We focused on refining the conversions for lessening the instances of bringing in false leads.

Our approach included:

  • To build an algorithm that opts into conversion actions that brings in valuable leads.
  • Daily monitoring to ensure budget efficiency and campaign health.
  • Adding negative keywords to filter out false leads.

The Execution

We implemented:

  • Updated the responsive search ad headlines to further suit the service that Kinsella Tax provides.
  • Opting for a more effective website display path on the ads for easier understanding of offered service.
  • Keyword and CTA refinements to boost engagement and relevance.
  • Application of exact negative keywords that muddle the conversion actions by providing false leads.
  • Improving the Target CPA to guide the algorithm at what costs we should expect per conversions.

By the end of August and mid-September, the data showed refinement of conversion actions and also lowering the overall costs of the campaign.

The Results

August–September 2025 Summary:

  • Improved Conversions: 36 (+20.00% compared to previous period)
  • Increase in Valuable Lead Conversions: 11 (+83.33% compared to previous period)
  • Almost same Cost per Conversion: £2.34  (-1.23% compared to previous period)
  • Outcome: A campaign that has a fixed algorithm with effective conversion actions as its basis that provides valuable leads to the client.

What's Next

These are the plan in the future for the Kinsella Tax account:

  • New Keyword Campaign: We’ll launch a fresh campaign centered around a new set of keywords derived from one of the client’s core services. This will allow us to tap into a distinct audience segment with tailored messaging and optimised landing pages, expanding reach while maintaining relevance.
  • Remarketing Campaign: To re-engage high-intent users, we’ll deploy a second pair of ads targeting previous website visitors. These ads will be crafted to reinforce value, address potential objections, and guide users back into making conversions.

Together, these initiatives will deepen audience engagement, diversify traffic sources, and drive sustained growth across the account.

Feeling stuck? Let's find your next big move.

Every client we serve is unique, but our approach stays grounded in one belief: that marketing is a partnership.

That’s why we bring the best of our talents to every relationship—with clarity, purpose, and the drive to go further than expected.

Partner with a team who sees the big picture—and makes it real.


Let's Start The Conversation