Campaign Strategy Archives - Dirk Röttges

B2B SaaS Google Ads Case Study: Targeting the Right Search Intent

Dirk Röttges — Tue, 24 Mar 2026 09:06:29 +0000

It is a scenario I encounter almost every week. A B2B software business has a sophisticated product, a series of beautifully designed landing pages, and a healthy budget. They turn on Google Ads, and the dashboard begins to hum with activity. Clicks are flowing, impressions are high, and the cost-per-click seems manageable. Yet, when the founder […]

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Google Ads High-Ticket Lead Generation: Custom Sauna Manufacturer Case Study

Dirk Röttges — Tue, 10 Mar 2026 15:25:21 +0000

I recently conducted an audit for a high-end, bespoke sauna manufacturer. They aren't selling flat-pack kits you assemble in an afternoon; they build custom-made wellness sanctuaries, designed to fit specific architectural requirements. Their craftsmanship is world-class, but their Google Ads account was telling a story of wasted budget and missed opportunities. This case illustrates what I […]

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The Autopilot Moment: When to Hand the Controls to Google Ads Smart Bidding

Dirk Röttges — Mon, 02 Mar 2026 11:03:43 +0000

Digital marketing is often plagued by a pervasive sense of unease: the fear of the Broad Match trap. For years, experienced practitioners have been taught that Broad Match is a budget-burning engine designed to enrich Google at the expense of the advertiser.

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When Google Ads Pays for Your Competitors’ Education: A B2B Case Study

Dirk Röttges — Thu, 26 Feb 2026 08:31:49 +0000

I recently sat down with a client who operates in a highly specialised B2B niche: IT Expert Witness services (IT-Gutachter). They provide forensic IT audits and expert opinions for court cases and corporate disputes. It is a high-ticket, low-volume market where a single lead can be worth thousands of euros. However, the campaign was bleeding budget. […]

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Google Ads Experiment Case Study: Scaling a UK Sleep Consultancy without losing the plot

Dirk Röttges — Fri, 13 Feb 2026 11:05:23 +0000

It usually happens when a campaign hits a plateau. The metrics are stable, the leads are consistent, but the growth has stalled. In the world of Google Search Ads, this is the moment the algorithm starts whispering its favourite suggestion: "Switch to Broad Match to reach more people."For most specialist service providers, this suggestion is […]

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The 100% Google Ads Optimisation Score Trap

Dirk Röttges — Thu, 05 Feb 2026 12:04:00 +0000

The 100% Optimisation Score that Cost 66% of Business Growth Last week, I sat down with the owner of a medical walk-in practice in London. He was initially quite proud of his Google Ads dashboard. He had achieved what many advertisers consider the holy grail: a 100% optimisation score. He had clicked every blue recommendation button, […]

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The “Success” that almost killed a Season: When Algorithms cannibalise your core Business

Dirk Röttges — Wed, 28 Jan 2026 13:27:47 +0000

An algorithm is a mathematician, not a business strategist. In its quest for efficiency, it will always follow the path of least resistance—even if that path leads your core business into a desert.It was the first week of January 2026, a critical booking period for the travel industry. I received an email from Thomas, the […]

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Why Default Google Ads Campaign Settings are costing your B2B Service Leads (and How to fix it)

Dirk Röttges — Mon, 29 Dec 2025 15:34:01 +0000

Google’s campiagn settings defaults are designed to maximize spend. For B2B lead gen, your goal is to maximize relevance. These two goals are often in direct conflict. If you’re promoting B2B services using Google’s default campaign settings in regular Search campaigns, you may be seriously limiting your results. These default settings are designed for broad use […]

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