A credit union’s Google ads were converting at 6%.
They’d been burning money on clicks from people who couldn’t qualify for their products.
Google’s own AI recommendations were making it worse.
We audited the account, added a bunch of negative keywords to cut unqualified traffic, tightened the ad copy, and turned off Google’s dumb recommendations.
Conversion rate went from 6% to 13%. Same spend.
The ads weren’t broken. The audience was wrong.
