01
Impressions
+11.6%
Ads appeared more often across Google Search.
🇺🇸 An American Company
🇺🇸 An American Company
Nation Media Design transformed an already successful Google Ads account into a more advanced lead generation system by refining campaign assets, audience signals, bidding strategies, geographic targeting, and AI-powered optimization.
The modernization increased search visibility, improved conversion volume, strengthened reporting accuracy, and created a cleaner, more scalable campaign positioned for continued growth.
Impressions
Ads appeared more often across Google Search.
Clicks
More qualified traffic reached the website.
Ad Spend
Increased investment supported broader reach.
Click-Through Rate
Strong engagement continued as reach expanded.
Conversions
More qualified leads were generated from Google Ads.
Don’t just take our word for it—listen to what our clients have to say!
“
Nation Media Design took an already successful Google Ads campaign and made it even stronger. Their team optimized our ads, improved audience targeting, implemented Google’s latest AI features, and completely modernized our account. We saw our impressions increase by 11.6%, conversions grow by more than 20%, and gained much better insight into which service areas were producing the best results. The campaign is cleaner, more efficient, and positioned for continued growth. Highly recommend!”
-Louis Gyenese
Stump Guy
When Nation Media Design began evaluating the Stump Guy Google Ads account, the campaign was already generating consistent business. Unlike many accounts that require complete restructuring, this campaign already had a solid foundation.
Instead of rebuilding successful campaigns, our objective was to maximize the performance of what was already working.
Our team conducted a complete Google Ads audit, identifying opportunities to improve campaign quality, strengthen Google’s learning signals, refine audience targeting, improve conversion tracking, modernize creative assets, optimize geographic targeting, and eliminate unnecessary inefficiencies that had accumulated over time.
Every optimization was designed with one objective in mind: helping Google’s AI make smarter decisions while improving the overall quality of incoming leads.
Rather than relying on increased advertising spend alone, our approach focused on creating a more intelligent advertising system capable of producing stronger long-term results.
Stump Guy provides professional stump grinding and stump removal services throughout West Michigan. Their reputation for dependable workmanship and responsive customer service has made them one of the area’s trusted providers for residential and commercial stump removal.
Because most customers begin their search online, Google Ads plays a critical role in generating qualified leads throughout their service area.
While their campaigns were already active and producing business, the account had never undergone a comprehensive optimization utilizing Google’s newest advertising technologies, AI automation, audience segmentation capabilities, and modern reporting features.
Nation Media Design partnered with Stump Guy to bring the account up to today’s best practices while preparing it for future growth.
Although campaign performance was positive, our audit uncovered several opportunities that limited Google’s ability to fully optimize the account.
The campaign relied on broad geographic service areas that made it difficult to determine exactly which communities generated the strongest conversion rates.
Audience signals were relatively limited, preventing Google’s machine learning algorithms from fully understanding which users were most likely to become customers.
Several campaign recommendations had accumulated without review, bidding strategies needed refinement, creative assets could be expanded, and Display Network placements were consuming portions of the advertising budget that could be better invested in high-intent Google Search traffic.
Additionally, the account continued optimizing around sales objectives rather than lead generation, despite the business operating as a service provider where phone calls, quote requests, and contact forms represent the true conversion goal.
While none of these issues prevented the campaign from performing, together they created opportunities for measurable improvement.
Instead of making isolated adjustments, Nation Media Design approached the project as a complete Google Ads modernization.
Every major area of the account was reviewed, tested, and optimized.
Responsive Search Ads were expanded with additional headlines designed around higher-value search terms. Keyword-rich headlines improved Google’s ability to match relevant searches while increasing overall ad strength.
Image assets were also expanded to Google’s recommended maximum of twenty images, replacing lower-quality assets with professionally optimized visuals that improved ad quality and expanded placement opportunities across Google’s advertising network.
These improvements helped increase ad relevance while providing Google’s AI with significantly more creative combinations for optimization.
One of the largest improvements involved strengthening Google’s audience intelligence. Custom audience segments were created for previous website visitors, Google Ads visitors, customer match lists built from historical customer data, Google Engaged Visitors, and existing conversion audiences. These audience layers allow Google’s machine learning system to better understand who converts, helping the algorithm prioritize users that closely resemble existing customers.
The result is smarter automation that continually improves over time.
Our team reviewed every Google recommendation individually rather than accepting all automated suggestions. Helpful recommendations were implemented while unnecessary recommendations were dismissed to keep the account clean and focused. The campaign ultimately achieved a 100% Google Optimization Score, indicating the account now follows Google’s current optimization best practices.
The account previously relied on a fixed Target CPA that restricted Google’s ability to discover more efficient conversion opportunities. To improve machine learning performance, Target CPA limitations were temporarily removed while allowing Google’s Maximize Conversions bidding strategy to establish a more accurate baseline cost per acquisition.
Once sufficient learning data is collected, more informed bidding thresholds can be implemented based on actual campaign behavior rather than historical assumptions.
Display Network traffic was disabled after determining that the campaign would benefit from concentrating investment on high-intent search traffic.
This adjustment reduced lower-quality impressions while ensuring advertising dollars focused primarily on users actively searching for stump grinding services.
Google Ads AI Max features were enabled to take advantage of Google’s newest machine learning capabilities. These enhancements improve bidding decisions, optimize keyword matching, strengthen creative asset combinations, and continuously refine campaign delivery based on user behavior.
As Google’s algorithms continue learning, campaign performance is expected to become increasingly efficient.
One of the most valuable long-term improvements involved restructuring campaign targeting around individual ZIP codes. Previously, large service areas made it difficult to understand where conversions originated. By separating locations into individual ZIP codes, future reporting can clearly identify which markets consistently generate qualified leads.
This allows advertising budgets to be shifted toward the highest-performing communities while reducing unnecessary spending in underperforming areas.
Campaign objectives were updated from sales optimization to lead optimization. For local service companies, success is measured through phone calls, quote requests, and contact form submissions—not online purchases.
Aligning Google’s optimization with lead generation allows the platform to prioritize the actions that actually produce revenue for the business.
The optimization project delivered measurable improvements across nearly every major campaign metric.
Search impressions increased by 11.6%, allowing the business to appear more frequently in relevant local searches.
Website traffic increased 5.6%, bringing additional qualified visitors into the sales funnel. Most importantly, conversions increased by 20.6%, demonstrating that campaign improvements generated more business opportunities rather than simply increasing website traffic.
While advertising spend increased by approximately 20.9%, the investment was accompanied by significantly stronger visibility, improved lead generation, enhanced campaign intelligence, and a far more scalable advertising infrastructure. Perhaps the greatest improvement is one that cannot be measured by a single metric.
The Google Ads account is now substantially cleaner, better organized, powered by stronger audience signals, supported by Google’s newest AI optimization tools, and equipped with detailed geographic reporting that will continue improving future campaign decisions.
Rather than simply improving today’s numbers, Nation Media Design built an advertising system designed to continue getting smarter over time.
The Stump Guy Google Ads optimization project demonstrates how strategic improvements can produce meaningful business growth without rebuilding an account from scratch. By modernizing campaign settings, strengthening audience signals, improving creative assets, implementing AI-powered optimization, refining geographic targeting, and aligning conversion goals with actual business objectives, Nation Media Design transformed an already successful campaign into a significantly more intelligent marketing system.
The improvements extend beyond increased impressions and conversions. The business now benefits from more actionable reporting, stronger automation, higher-quality audience data, and a campaign structure that can continue evolving as Google’s advertising platform advances. With improved visibility, better lead quality, and enhanced optimization capabilities, Stump Guy is positioned for continued long-term growth while making more informed advertising decisions based on accurate performance data rather than assumptions.
+20.6% Increase in qualified Google Ads conversions
+11.6% Increase in Google Search visibility
Modern bidding, audience intelligence, ZIP code targeting, improved creative assets, and enhanced machine learning created a stronger, more scalable advertising system.
+72% Search Console Clicks.
1.51% Click-Through Rate.
Top 10 Average Position.
53,000+ Google Ads Clicks.
72 Cross-Channel Leads.
37+ Website Pages Launched.
+22%Organic Traffic Growth
38.2% Average Engagement Rate
+12 sec Increase in Avg. Session Duration
31.5% Google Ads Conversion Rate
$44.09 Average Cost per Lead (CPA)
+18% Increase in Total Conversions
10.25% Conversion rate over 8% above industry average.
336% increase in online-lead generation.
181% Surge in peak traffic periods.
15% Reduction in bounce rate.
Complete website redesign for modern appeal
Full-scale SEO implementation
Mobile responsiveness optimization
Sitemap creation and integration
Image optimization
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