Google Ads Search Final Challenge: Build & Optimize a Campaign

Stage 1 of 8Build

Choose what the campaign is actually trying to acquire.

Two scored decisions. There is intentionally less coaching here than in the earlier levels.

1 · Primary optimization action

Qualified demo requestThe commercial lead outcome.Form startHigher-volume funnel activity.

2 · Pricing-page views

Keep as a secondary diagnostic actionObserve without steering bidding.Make primary alongside demosIncrease optimization event volume.

Stage 2 of 8Build

Choose a structure that keeps meaningfully different intent separate.

HarborHR has distinct payroll-software and HR-software landing pages. The objective is useful control without creating dozens of tiny duplicate ad groups.

3 · Ad group structure

Payroll Software · HR Software · Payroll IntegrationsSeparate meaningfully different intent.One ad group for every keywordLet one RSA cover all themes.One ad group per keyword variationMaximum structural granularity.

Stage 3 of 8Build

Set a launch posture that respects the £60 maximum CPA without pretending the new campaign already knows its equilibrium.

4 · Daily budget

About £200/dayRoughly aligns £6,000/month with the campaign brief.£40/dayKeep spend far below the available monthly budget.

5 · Initial bidding posture

Conversion-focused bidding without an aggressively tight target at launchUse the qualified demo signal and evaluate early performance.Target CPA £25 immediatelyForce performance far below the £60 ceiling from day one.

Stage 4 of 8Build

Choose targeting and copy coverage that answer the search without multiplying duplicates.

6 · Keyword approach

Start with relevant commercial themes and sensible match controlReview actual search terms after launch.Add every plural, misspelling and tiny keyword variation manuallyBuild exhaustive duplicate coverage.

7 · RSA asset strategy

Mix relevance, benefit, proof, compliance/support and CTA assetsGive combinations distinct message roles.Repeat “Payroll Software UK” across most headlinesMaximize keyword repetition.

Stage 5 of 8Optimize

Twenty-one days later: the account average hides two different stories.

The campaign spent £4,020 and generated 64 qualified demos: £62.81 CPA against the £60 maximum. Diagnose before deciding whether the campaign “works.”

Ad group	Spend	Demos	CPA	Lost IS budget	Lost IS rank
Payroll Software	£2,180	42	£51.90	27%	8%
HR Software	£1,310	18	£72.78	5%	19%
Payroll Integrations	£530	4	£132.50	2%	14%

8 · Strongest first diagnosis

Inspect search terms and conversion quality by ad group before changing the whole campaignThe segments clearly have different economics.Raise the entire campaign budget because Payroll Software is budget-limitedScale everything together.

Stage 6 of 8Optimize

The Search Terms report reveals where the weakest CPA came from.

Search term	Ad group	Cost	Demos
payroll software uk	Payroll Software	£810	18
payroll software for 50 employees	Payroll Software	£420	9
free hr templates download	HR Software	£284	0
payroll api developer documentation	Payroll Integrations	£221	0
hr software for small business uk	HR Software	£356	6

9 · Query action

Exclude clearly non-commercial template/developer-documentation intent while preserving commercial HR/payroll demandRemove proven mismatch, not broad themes.Negative “hr” and “payroll” because the campaign is above target CPAEliminate the broad themes causing spend.

Stage 7 of 8Optimize

Choose the next optimization cycle — without turning one diagnosis into six simultaneous experiments.

10 · Best next-cycle plan

Clean proven query waste, preserve Payroll Software, investigate HR/Integrations relevance and landing-page fit, then reassess budget allocationSpecific actions tied to the diagnosed constraints.Double budget, cut tCPA to £30, rewrite every RSA and change all match types todayMake enough changes that something should improve.

Auction context

A competitor's impression share also increased during the period. That is useful context, but the query data already proves HarborHR has controllable waste. Fix the evidence you own before starting a bidding war.

Stage 8 of 8Capstone review

Score the campaign decisions you made from brief to optimization.

The review scores 10 decisions. You can revise any stage and run it again.

Build & Optimize a Campaign

HarborHR · UK payroll software

Choose what the campaign is actually trying to acquire.

Choose a structure that keeps meaningfully different intent separate.

Set a launch posture that respects the £60 maximum CPA without pretending the new campaign already knows its equilibrium.

Choose targeting and copy coverage that answer the search without multiplying duplicates.

Twenty-one days later: the account average hides two different stories.

The Search Terms report reveals where the weakest CPA came from.

Choose the next optimization cycle — without turning one diagnosis into six simultaneous experiments.

Score the campaign decisions you made from brief to optimization.

Google Ads Search learning path complete. ★

HarborHR · UK payroll software

Choose what the campaign is actually trying to acquire.

Choose a structure that keeps meaningfully different intent separate.

Set a launch posture that respects the £60 maximum CPA without pretending the new campaign already knows its equilibrium.

Choose targeting and copy coverage that answer the search without multiplying duplicates.

Twenty-one days later: the account average hides two different stories.

The Search Terms report reveals where the weakest CPA came from.

Choose the next optimization cycle — without turning one diagnosis into six simultaneous experiments.

Score the campaign decisions you made from brief to optimization.

Google Ads Search learning path complete. ★

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