National services brand: Search account restructure

Situation

Campaigns had accreted over years: overlapping match types, brand mixed with non-brand, and budgets that were hard to explain in a room. Cleaning structure is boring work that pays off in clarity.

What we focused on

• Intent segmentation: Campaigns aligned to query intent, not just keyword volume.
• Geo strategy: Service-area reality vs wasted national spend.
• Conversion hygiene: Primary actions defined, no double-counting phone and form.

Outcome

Clearer learning per segment and budget shifts leadership could understand.