Summary

 We improved Google Ads performance for a Nashville bridal shop by restructuring campaigns around higher-intent searches, launching new automated campaign types, and shifting budget into the strongest-performing areas. This included launching Performance Max, as well as a broader wedding-focused campaign designed to capture a wider range of bridal and plus-size search intent that falls outside the more niche Mother of the Bride campaigns. We also updated conversion tracking to better optimize around appointment submissions and moved spend away from lower-performing segments. As a result, the account generated significantly more conversions while lowering spend and improving efficiency.