JAS Associates helps factories, plants and industrial sites stay safe and compliant. With more than twelve years in industrial safety, the firm provides end-to-end SHE (safety, health and environment) management, statutory approvals, training certifications and PESO licensing. Most of its new clients search for these services on Google, where competition from national consultancies and directories drives click prices up.

• 01

  Expensive clicks.

  Broad keywords and a flat account structure were pushing cost per click up.

• 02

  Wasted spend.

  Ads showed for job seekers, students and free-template searches that would never become clients.

• 03

  Generic ads.

  One set of ads and one landing page served every service, so relevance and Quality Scores were low.

We rebuilt the Google Ads account around JAS Associates' services, with tightly themed ad groups for SHE consultancy, safety audits, training certification, statutory approvals and PESO licensing. We moved spend from broad match to phrase and exact match, and added a growing negative-keyword list to filter out jobs, courses and free downloads. Each ad group got its own responsive search ads and extensions, pointing at a matching service page with a short quote form. Better relevance lifted Quality Scores, and bids were set by device, location and hour from the data, which brought cost per click down by 36% in under three months.

• Service-led account structure

  Tightly themed ad groups for each service, from SHE audits to PESO licensing.

• Negative keywords

  Filters for jobs, courses, free templates and other searches that never convert.

• Relevant ads

  Responsive search ads and extensions written for each service.

• Matching landing pages

  Service pages with a short quote form and clear proof of expertise.

• Bid adjustments

  Bids tuned by device, location and time of day from campaign data.

1. 1

   Competitive search terms

   National consultancies and directories bid on the same terms, so relevance, not budget, had to win the auction.

2. 2

   Mixed intent

   Safety searches often come from students and job seekers; negatives and ad copy screened them out.

3. 3

   Fast payback

   The client wanted to see lower costs within a quarter, so changes were prioritised by impact on spend.

1. Week 1

   01 Audit

   Reviewed search terms, Quality Scores and wasted spend in the existing account.

2. Weeks 2–3

   02 Restructure

   Rebuilt campaigns and ad groups by service and tightened match types.

3. Weeks 3–5

   03 Ads and pages

   Wrote new ads and extensions and matched each ad group to a service page.

4. Weeks 6–12

   04 Optimise

   Weekly search-term reviews, negatives and bid adjustments.

In under three months, JAS Associates' average cost per click fell by 36%. More relevant ads and landing pages lifted Quality Scores, and tighter keywords stopped spend leaking to searches that would never convert. The same monthly budget now buys far more qualified clicks from plant managers and safety officers looking for compliance support.