Better Gas projectsBetter Gas · Paid Advertising · Project case study
Google Ads Budget, Bidding & Optimization Review
I compared Google Ads planning scenarios, relevance signals and optimization options while documenting the decision logic needed for disciplined campaign governance.
Google AdsBudget plannerBiddingKeyword review
ClientBetter Gas
Evidence period2026 screenshots with several distinct budgeting scenarios
The engagement
The challenge. The thinking. The delivery.
Budget and bidding decisions were reviewed as scenarios rather than treated as guaranteed outcomes, with platform estimates separated from actual spend and achieved performance.
Forecasts are decision-support inputs. They become performance evidence only after actual spend, traffic quality and downstream outcomes are reconciled.
Budget and bidding decisions were reviewed as scenarios rather than treated as guaranteed outcomes, with platform estimates separated from actual spend and achieved performance.
View detailed delivery scope and next improvements
Implementation scope
- Assessed conversion objectives and economic constraints
- Compared platform-estimated budget scenarios
- Reviewed keywords, relevance and quality signals
- Prioritized optimization edits and rationale
- Separated forecast values from actual results
- Set an ongoing campaign-learning and review plan
- Reconcile forecasts against actual spend weekly
- Measure conversion quality by query and landing page
- Record optimization changes and outcomes
Results & evidence
What the available reporting shows.
These values describe the available platform evidence. They are not presented as proof of independent campaign attribution or causality.
Estimated weekly clicks
₦9,000/day scenarioEstimated average CPC
₦9,000/day scenarioEstimated weekly clicks
Separate planning captureForecasts are decision-support inputs. They become performance evidence only after actual spend, traffic quality and downstream outcomes are reconciled.
Platform screenshots and presentation imagery are distinct. Only evidence suitable for public display is shown; private administrative captures remain protected.
Open source evidence and reporting limitations
Example custom budget (₦9,000/day)
Source: Google Ads planning screen
Period: 2026 capture
This is a planning scenario, not necessarily the final running budget.
Estimated weekly clicks (73)
Source: Google Ads forecast
Period: ₦9,000/day scenario
Forecast clicks are estimates, not achieved traffic.
Estimated average CPC (₦863.02)
Source: Google Ads forecast
Period: ₦9,000/day scenario
Estimated CPC is not actual realized CPC.
Estimated weekly clicks (338)
Source: Separate Google Ads scenario
Period: Separate planning capture
Do not combine this scenario with the ₦9,000/day scenario.
See supporting evidence records
The original administrative screenshots are not displayed publicly without privacy review and approval.
- Search campaign - Better Gas Energy Services Google Ads account - Google Ads (26.05.2026 22_01).png
- Search campaign - Better Gas Energy Services Google Ads account - Google Ads (14.05.2026 22_05).png
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