Seek Marketing Partners
About Kinsella Tax (PPC)
Kinsella Tax is a Tax Investigation Specialist firm that helps those in need. They provide expert tax investigation advice to individuals, companies and corporations facing a tax investigation, and professionals, such as lawyers or accountants, acting on behalf of clients.
Their Goals
- Increase the overall conversions.
- Decrease the false leads that were gathered by the ads.
- Maintain the campaign performances.
- Keep the campaign costs within the limit.
What We Did
We addressed the issue of false leads by refining the ad assets to clearly reflect the client’s actual services, minimising confusion and improving relevance. We updated the display paths in ad extensions to reinforce accurate messaging, added a comprehensive set of negative keywords to filter out unrelated traffic, and implemented targeted keywords to better reach the intended audience. To further optimise performance, we adjusted the target CPA across viable campaigns, helping guide the algorithm toward more efficient conversions. These steps were done to make sure that the ad campaigns are ready to be targeted at the right audience and elevate the Kinsella Tax presence in the online space.
Kinsella Tax (PPC) Project Overview
Client Name:
Kinsella Tax (PPC)
Client Industry:
Tax Investigation Specialist
Services Provided:
Google Ads Management
Project Duration:
July - Sept 2025
Case Study 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.
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