Work / Paid search
Paid search, rebuilt in-house
- Period
- 2024–2026 · Bibliotheca
- I owned
- strategy, campaign build, tracking, optimization, reporting
Challenge
Long sales cycles, a niche audience of libraries and public institutions, and a budget spread across several markets. The agency-managed account was focused on driving clicks, but what we really needed was qualified inquiries.
Approach
We brought Google Ads in-house, restructured the campaigns around buyer intent, and shifted the focus from click volume to bottom-of-funnel conversions that could generate leads for the sales team.
What changed
Agency-managed campaigns were optimized mainly around traffic and clicks.
Bring paid search in-house and rebuild the account around buyer intent.
Lead generation became the operating focus, with optimization tied to qualified demand.
What I did
Rebuilt the campaign structure around product lines and buyer intent. Wrote and improved landing page content and strengthened conversion tracking. From there, I handled ongoing campaign optimization and reported performance to leadership each month.
Impact
Work completed as part of my role at Bibliotheca. Commercial data has been anonymized.
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