Small budget strategy
How I kept a £3k a month account visible without overspending
Balancing tight budget control with auction visibility for an accountancy firm.
Total investment
By campaign
Against budget limits
The challenge
A small budget was running out before the best searches happened.
With £3k a month, daily caps were limiting how often ads could enter the auction. The firm was missing enquiries without realising it.
What mattered most
The strategy
Spend control and visibility, in balance.
I measured exactly what budget limits were costing before changing anything.
- 01Analysed daily budget restrictions against auction participation.
- 02Monitored impression share, rank, volume and CPL.
- 03Built before and after reporting around every budget change.
- 04Prioritised the campaigns and searches with the best return.
The outcome
Every pound placed where it earns most.
Impression share is monitored at campaign level and lead volume impact is measured against budget restrictions, so each change is backed by evidence.
Capabilities demonstrated
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A personal point of view
What I’m seeing, testing and learning in PPC right now.
I’m John Iliopoulos, a PPC and growth marketer with over 10 years in the industry. PPC Supreme is where I share my take on what’s changing, experiments I’m running, things that genuinely work and the lessons behind the results.
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