ESC Region 13
Performance Max Brand Campaign
Goal: Build a Google Ads campaign to increase visibility, drive qualified traffic, and generate measurable conversions for ESC Region 13.
Strategy: Develop and launch a Performance Max campaign across Google’s network, then use campaign and conversion data to evaluate performance, optimize toward valuable actions, and improve attribution and ROI measurement.
Building the Campaign
I created and set up a Google Ads Performance Max campaign for ESC Region 13, developing the campaign structure, targeting, creative assets, audience signals, conversion actions, and measurement strategy.
I monitored campaign performance and analyzed key metrics, including traffic, engagement, conversions, conversion value, and return on ad spend, to understand which actions were driving business value.
Campaign Performance
From April 20 to August 17, 2026, the campaign generated:
10,541
Clicks
54,310
Impressions
19.41%
Click-Through Rate
$0.48
Avg. Cost Per Click
219
Confirmed + Estimated Conversions
Results
The campaign generated $24,891.46 in confirmed and estimated revenue from $5,049.54 in ad spend, resulting in a 4.93x ROAS and $19,841.92 net return.
Of the total revenue, $4,169 came from confirmed store purchases, while $20,722 represented estimated value from event signups based on a $100 value per signup. Because Ecampus was not yet passing actual transaction values back to Google Ads, the event-signup revenue is an estimate rather than confirmed revenue.
Improving Measurement
As part of the project, I also identified opportunities to improve the accuracy of campaign reporting and attribution.
Cross-Domain Tracking
I fixed click-ID attribution across ESC Region 13’s web properties so users could be better tracked as they moved between subdomains before converting.
Conversion Value Standardization
I updated conversion actions that previously had no value or outdated default values with intentional dollar values based on funnel stage, creating a stronger foundation for measuring lead value and campaign ROI. I also outlined a process for our web development team to push a course’s actual price into the browser’s dataLayer when a registration completes so we can capture the true conversion value.