Chukwumuanya E. Nwankwo

Project Title: Google Ads Campaign Monitoring & ROI Report Client Brief / Question Tackled: "We’ve been running Google Ads for a while, but our sales aren’t improving. We are spending a lot on ads, and we do not have a clear way to see which campaigns are performing well and which ones are wasting money. We need a simple, visual report that shows key metrics like CTR, CPC, conversions, and ROI. We also want recommendations on how to optimize our campaigns and reduce costs without hurting performance." Solution: 1. Analyzed the Client’s Needs: Identified the gaps in campaign performance visibility and reporting. 2. Prepared the Data: o Imported raw Google Ads data into Google Sheets. o Cleaned and structured the dataset for easy analysis. 3. Calculated Key Metrics: Created dynamic formulas to calculate performance KPIs (CTR, CPC, Conversion Rate, and ROI). 4. Built a Dynamic Dashboard: o Created summary tables for campaign performance. o Added charts for CTR trends, CPC comparison, and ROI visualization. o Applied conditional formatting to highlight top and bottom performers. 5. Generated Actionable Insights: o Identified high and low-performing campaigns. o Recommended budget optimization, keyword adjustments, and ad copy improvements. 6. Delivered Professional Reports: o Google Sheets Dashboard (live data template). o ROI Calculator Template. o One-Page Optimization Report with recommendations. Tools & Skills Used:     Google Ads – Campaign Data Analysis Google Sheets – Formulas, Charts, Conditional Formatting Data Analysis & Visualization – Insight generation Performance Optimization – ROI-based recommendations Deliverables: ✔ Clarity on ad spend: Where money was generating ROI and being wasted. ✔ Actionable-insights: Campaigns to pause, optimize, or scale. ✔ Improved decision-making: Enabling smarter allocation or budget to profitable campaigns. Visuals: Visual 1: Raw Data Collection – Raw campaign data which I gathered into a structured format. This served as the foundations for all performance analysis. Visual 2: Data Cleaning and Metric Calculation – Cleaned data with Metrics (CTR, CPC, Conversion Rate, ROI). Visual 3: Pivot Tables for Deeper Analysis: Pivot tables were used to group campaigns and calculate averages, totals, and performance breakdowns; giving clarity on where ad spend was most effective or wasted. Visual 4: ROI Heat Map Visualization: Using conditional formatting: Red = Loss, Yellow = Break even, Green = Profitable. This highlighted her performing campaigns and identified those draining the budget. Visual 5: The Dashboard The dashboard showing the best audience engagement (Top CTR) _weak audience engagement (Bottom 10) and most cost effective (Top 10 CPC Campaigns) _too costly for results (Bottom 10 CPC Campaigns). Easy for nontechnical stakeholders to see where the budget is driving value and where improvements are needed. How This Benefits the Client:     Reduces Ad Spend: Up to 25% cost savings by cutting down wasteful campaigns. Increases ROI: By reallocating budget to high-performing campaigns, the client achieves higher returns on the same ad spend. Saves Time: Automated dashboard eliminates manual reporting and gives instant insights. Strategic Growth: Data-driven recommendations improve ad quality, keyword targeting, and conversion rates. Key Findings (From Mock Data):    Top Performing Campaign: Campaign A – ROI of 150%, CTR 6%. Underperforming Campaign: Campaign D – ROI of -25%, low conversions despite high spend. Overall CTR: 4.8% (above industry average of 3%). Recommendations Implemented:    Pause low ROI campaigns (negative ROI). Increase bids on keywords driving the most conversions. Test new ad creatives and adjust ad targeting for better CTR. Outcome (Based on Mock Results):    25% reduction in ad spend projected. 15% increase in conversion rate within 2 months. Provided a repeatable reporting framework for weekly reviews.