A three-month lead generation campaign: I set up the account structure, wrote the ads, and cleaned the search terms week by week to keep spend on the queries that actually convert.
Google Search benchmark for Restaurants & Food: 6.83 % CTR at USD 2.05 CPC (LocaliQ 2026, US data). This campaign reached twice that CTR at CHF 1.35 per click.
Keyword clusters by intent, match types chosen per cluster, a negative keyword list from day one, and ad extensions to lift the click-through rate.
Weekly search term analysis, ad copy tests, and continuous relevance and quality work. Wasted spend was cut by excluding queries that clicked but never converted.
Relevant search queries identified, wasted spend reduced, and lead quality improved. The offer-led campaign delivered almost twice the leads of the audience-led one.
A clear account structure and consistent search term cleaning do more for lead quality than any single ad. Offers tied to a concrete need beat broad audience targeting.