To achieve the objectives, we first set up a new Google Analytics 4 property to ensure we had a modern and robust analytics framework in place. Then, we created manual conversion events that provided highly accurate data on conversion revenue, allowing for better insights into the performance of each campaign.

We also initiated the collection of data on the source of conversions, including key details such as the campaign, ad group, and specific search terms that led to conversions.

Additionally, we implemented conversion tracking and revenue tracking specifically for wholesale enquiries to capture this important segment.

With the new conversion data in place, we were able to make targeted improvements to existing Google Ads campaigns, refining their performance.

Finally, we created new campaigns on Google and Microsoft with a focus on improving the overall return on investment (ROI) from paid advertising, ensuring a more profitable and efficient advertising strategy.