Mapped commercial LPG search intents to landing journeys
Configured and reviewed within the relevant platform context, with QA and evidence boundaries documented.
Better Gas case studiesWork · Better Gas · Paid Advertising
Google Ads — Search Campaign Strategy & Setup
I translated commercial search intent into a structured Google Ads build with documented settings, QA checkpoints and a clear separation between optimization signals and proven commercial outcomes.
ClientBetter Gas Energy Services Limited
SectorLPG retail, cylinder exchange & distribution
GeographyNigeria · Abuja/FCT & surrounding distribution areas
RoleStrategy, implementation, management & analysis where supported
Evidence windowMay 2026 configuration screenshots; deployment/performance windows only if confirmed
Engagement datesNot independently established
A strong campaign build improves readiness and measurability; optimization scores and platform insights still require outcome-level attribution before they can support ROI claims.
The campaign setup focused on matching high-intent LPG searches with structured ad groups, relevant landing journeys and controlled geographic and bidding settings.
Delivery architecture
How the work was structured.
A case-specific operating model rather than a generic service checklist.
01Intent
02Ad groups
03Ads & assets
04Landing journey
Implementation translated into operational value.
Structured ad groups and match types
Configured and reviewed within the relevant platform context, with QA and evidence boundaries documented.
Prepared responsive ads and assets
Configured and reviewed within the relevant platform context, with QA and evidence boundaries documented.
Configured budgets, bidding and geographic intent
Configured and reviewed within the relevant platform context, with QA and evidence boundaries documented.
Reviewed tracking readiness and campaign states
Configured and reviewed within the relevant platform context, with QA and evidence boundaries documented.
Documented QA and attribution boundaries
Configured and reviewed within the relevant platform context, with QA and evidence boundaries documented.
What the available reporting actually proves.
Optimization score shown
Source: Google Ads campaign setup
Period: May 2026 capture
Optimization score is a platform readiness signal, not proof of profitability.Separate optimization score shown
Source: Google Ads configuration screenshot
Period: May 2026 capture
This is a separate captured state and must not be merged with the 96.5% screenshot.Platform insight on conversions
Source: Google Ads overview
Period: Comparison period requires source verification
This is a platform-generated relative insight; absolute conversions and independent causality are not established here.Decision logic, implementation and QA.
- 01
Map commercial intent
Review the platform state, implement the relevant configuration, test the customer/measurement path and document the operational handoff.
- 02
Structure campaigns and match types
Review the platform state, implement the relevant configuration, test the customer/measurement path and document the operational handoff.
- 03
Write ads and assemble assets
Review the platform state, implement the relevant configuration, test the customer/measurement path and document the operational handoff.
- 04
Set budget, bidding and geography
Review the platform state, implement the relevant configuration, test the customer/measurement path and document the operational handoff.
- 05
QA tracking and campaign states
Review the platform state, implement the relevant configuration, test the customer/measurement path and document the operational handoff.
Commercial significance without overstating causality.
Observed / configuredMarket demand / audience
Observed / configuredDiscovery or click
Configured / measurableBetter Gas web / messaging experience
Configured / measurableMeasurable enquiry
Configured / measurableHuman / automated follow-up
Only where independently evidencedOrder or visit where independently evidenced
The evidence on this page distinguishes observed platform state, configured journeys, forecasts and future measurement requirements. Where purchase attribution is absent, no ROAS or ROI claim is made.
Original evidence is tracked separately from presentation mockups.
Privacy review required
Search campaign - Better Gas Energy Services Google Ads account - Google Ads (26.05.2026 22_00).png
What this proves: this source is part of the documented evidence set for the case study.
What remains unverified: any metric, identity or operational claim not explicitly described in the evidence panel above.
Raw admin screenshots are not rendered publicly until sensitive data is redacted and approved.Privacy review required
Search campaign - Better Gas Energy Services Google Ads account - Google Ads (14.05.2026 20_19).png
What this proves: this source is part of the documented evidence set for the case study.
What remains unverified: any metric, identity or operational claim not explicitly described in the evidence panel above.
Raw admin screenshots are not rendered publicly until sensitive data is redacted and approved.Recommended next measurement and operating improvements.
Validate absolute conversion counts and dates
Connect conversion actions to qualified enquiries/orders
Maintain search-term and negative-keyword governance
Next project
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