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Operations began by carrying out a full account and funnel audit to identify where performance was being held back.
From there, I reworked the Google Ads setup to better align with ToolTime’s ideal customer profile and commercial goals.
This included improving targeting, restructuring and consolidating campaigns, launching new campaign types, refining conversion tracking across the funnel, and moving campaigns onto bid strategies that better suited the account’s maturity and structure. The result was a stronger, more efficient paid search engine that drove better lead quality, more pipeline, and significantly more revenue.
Once the German account performance had strengthened, it created a clearer blueprint for expansion into Austria. Using those learnings to build a more localised market approach, combining tailored campaign structures, Austrian-specific landing pages, and tighter targeting to better match local intent. This helped establish a stronger foundation in the market and contributed to record-breaking performance early in the expansion.
To capture demand beyond Google, the relaunch of Microsoft Advertising was a crucial part of the broader paid search strategy. This involved improving conversion tracking and measurement, rebuilding the account with more segmented campaigns, and strengthening key quality score levers to lower traffic costs and improve efficiency. Over time, Microsoft Ads grew from a secondary channel into an important part of the paid search roadmap.
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