Summary
MacEwen, an independent fuel and convenience chain with over 100 locations, needed to improve paid media performance and drive measurable conversions. With no reliable conversion tracking and largely inactive campaigns limiting optimization, we developed a data-driven Google Ads strategy from the ground up. This approach led to significant growth in conversions, improved efficiency through lower acquisition costs, and a scalable campaign structure that supports ongoing performance.
Download the full case studyThe Challenge
A lack of conversion tracking and inactive legacy campaigns meant limited optimization capabilities, no attribution clarity, and stagnant campaign performance.
The Approach
Structured Campaign Segmentation
Built separate branded and non-branded campaigns to better control budgets, messaging, and intent targeting, while introducing Performance Max to capture incremental demand.
Data-Driven Keyword & Creative Optimization
Refined keyword targeting using search demand insights and ran A/B tests focused on convenience vs. trust messaging to improve engagement and conversion quality.
Ongoing Budget Reallocation
Continuously shifted spend toward high-performing campaigns, reducing CPA and improving conversion rates while maintaining brand visibility.
The Results
Increased Conversions & Efficiency
- 291 conversions in 60 days
- 14.94% conversion rate
- $13.60 cost per acquisition
Improved Engagement
- 6% click-through rate
- Higher-quality traffic from optimized targeting
- Stronger alignment between search intent and messaging
Scalable Growth Foundation
- Reliable conversion tracking established
- Clear performance benchmarks for optimization
- Repeatable framework for multi-location campaign scaling
