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Shinebright (PPC) Project Overview

Name:

Shinebright (PPC)

Industry:

Coaching

Services:

Google Ads Management

Duration:

July - August 2025

Trigger Date:

August 2025

The Challenge

The challenge was tracking to their website since we couldn’t access the latter half of the user journey on their platform (Acuity). Finding the right algorithm for the campaigns is also a sore spot since the interaction rate is not at the range. We also saw that users were engaging with the ad content, spending time on the landing page, but they were not taking action or converting.


The Strategy

We have to explore & create stronger campaigns compared to the previous ones..

  • Pause the low-intent campaigns.
  • Creating new campaigns surrounding the client services.
  • Find the right keywords for the campaigns.
  • Filter out unnecessary traffic.

The Execution

We implemented:

  • Application of the new conversion action sourced from GA4.
  • Created 8 new search campaigns using exact match keywords to capture high-intent traffic and 1 PMAX Remarketing campaign to target users that have previously visited Shinebright’s website.
    • Career Transition
    • Career Consultant
    • Business Coaching
    • Career Coach Los Angeles
    • General Career Coach
    • Career Coach Near Me
    • Career Advisor
    • Career Counseling Services
    • Pmax Remarketing – Career Coaching
      • Created to advertise again on the users that have visited the website through ads for the last 90 days.
  • Application of negative keywords sets
    • “ALWAYSBAD”
      • “Free”
      • “Maker”
      • “Test”
      • “Survey”
      • etc.
  • Replacing assets based on their performance using A/B testing and creating a new set to continually improve their performance & quality every week.
  • Implementation specifically made landing pages for the campaign to streamline the user journey.
  • Continuous pausing of non-performing campaigns.

When August 2025 arrived, the account had seen more life compared to the previous period due to the PPC team’s effort.

The Results

August 2025 Summary:

  • Massive Increase in Interaction Rate: 21.99% (+362.44%)
  • More than doubled conversions: 14.50 (+141.67%)
    • The Pmax Remarketing Campaign is the main driver of conversions in the month of August.
  • Creation of campaigns that are still used today.
  • Outcome: In August 2025, the account saw a substantial boost in engagement, with a sharp rise in interaction rate and a more than twofold increase in conversions. This surge reflects stronger user interest and improved campaign resonance. Notably, the campaigns launched during this period have proven effective and remain active today, serving as a foundation for ongoing performance and strategic continuity.

What's Next

With competitors bidding aggressively at the start of September, increasing the budget for the Performance Max remarketing campaign offered limited impact. The next step is to shift focus toward improving the quality score of keywords in the search campaigns. 

These are:

  • Focus on improving the quality score of keywords in the search campaigns to stay competitive without relying solely on budget increases.
  • Refresh ad assets to enhance relevance and engagement.
  • Align keywords more closely with ad copy to improve ad rank and visibility.
  • Monitor performance and adjust as needed to maintain profitability amid ongoing competitive bidding.

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