Scaling Google Ads Conversions Through Structured Optimisation

Berlex is an Australian brand specialising in promotional and corporate gift solutions. Meta Ads play a key role in generating inbound enquiries through on-platform lead forms, supporting consistent demand across priority product categories.

When Brighta onboarded the account in July 2025, campaigns were active – but performance had plateaued.

The Challenge

The account was generating approximately 5-6 leads per week, but growth had stalled.

Key issues included:

  • Limited lead volume despite consistent ad spend
  • Broad targeting lacking refinement
  • Creative fatigue due to limited variation
  • No clear prioritisation of high-performing product categories

The objective was clear:

Unlock scalable lead growth through structured optimisation without compromising lead quality or campaign stability.

Our Approach

Rather than aggressively increasing spend, we focused on stabilising and strengthening the account foundation first.

1. Audience & Targeting Optimisation
  • Refined audience targeting based on performance signals
  • Reduced inefficiencies from overly broad segmentation
  • Prioritised high-intent audience clusters

This improved lead quality while creating a clearer pathway for scale.

2. Creative Refresh & Iteration

To combat creative fatigue and improve engagement:

  • Introduced new creative variations
  • Tested updated messaging angles
  • Improved alignment between ad copy and user intent
  • Prioritised key product categories (kept confidential)

This ensured messaging resonated with both B2B and B2C segments.

3. Structured Performance Reviews
  • Ongoing audience and creative performance analysis
  • Iterative testing to guide optimisation
  • Controlled scaling once performance stabilised

This allowed the account to grow sustainably – not unpredictably.

The Results

Within the first month of optimisation:

  • Before: 5-6 leads per week
  • After: 35-40 leads per week

This represents a 6-7x increase in weekly lead volume, achieved without destabilising campaign delivery.

Before

After

devices-berlex-old devices-berlex

The Outcome

Meta Ads is now a predictable and scalable lead generation channel for Berlex with:

  • Refined targeting
  • Stronger, refreshed creative
  • Clear product prioritisation
  • Structured optimisation processes

 

Paid social has transitioned from a plateaued channel into a reliable growth driver – with further scale opportunities ahead.

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