Campaign Summary
The account was restructured by intent: wash-fold, dry clean, and pickup queries. Messaging focused on convenience and reliability.
Key Outcomes
- More first-time orders from intent-led ad groups
- Improved repeat rate through remarketing audiences
- Lower wasted spend with search term pruning
Execution Process
- Create intent clusters for core laundry services
- Use offer-led ad variants for high-competition terms
- Route traffic to service-specific landing blocks
- Optimize toward cost per confirmed order