The Brief
Data Cabling Sydney is a specialist fibre optic and NBN installation company based in Sydney, Australia, offering NBN technician services, data cabling installation, fibre optic solutions, CCTV systems, and IT relocation across the city. When I came on board as a Paid Media Specialist, the goal was straightforward: own Google Ads as a channel and turn it into the primary driver of inbound leads for the business.
Over 4 years, I managed, optimised, and scaled the account from the ground up — building campaigns, refining targeting, and continuously improving performance across every metric that mattered.
What I Did
Managing a Google Ads account over 4 years isn’t a single campaign — it’s a continuous cycle of building, testing, learning, and optimising. Here’s how I approached it across the full engagement:
Campaign Architecture
I structured the account around the business’s core service lines, each with its own dedicated campaign: NBN installation and technician services, data cabling installation, fibre optic solutions, and localised campaigns targeting specific Sydney suburbs like Blacktown. This ensured budgets were allocated to the right services and that each campaign could be measured and optimised independently.
Keyword Strategy
I built out a comprehensive keyword strategy targeting high-intent commercial searches — terms like “NBN technician near me,” “NBN installation,” “NBN connection issues,” and “nbn box replacement.” I also maintained a robust negative keyword list to eliminate wasted spend on irrelevant searches, keeping cost per click tight and conversion rates high.
Ad Copy & Creative
I wrote and tested multiple ad variations across every campaign, continuously iterating on headlines, descriptions, and call-to-action copy to improve CTR. The best-performing ad — a call-focused search ad for “Specialist NBN Technician” — achieved 38,135 impressions and 1,926 clicks at a 5.05% CTR, significantly above industry average.
Bid Strategy & Budget Management
Over the course of 4 years, I managed a total ad spend of $132K, deploying smart bidding strategies and continuously adjusting bids based on device, time of day, and audience performance data.
Performance Max
I introduced and managed a Performance Max campaign that became one of the most efficient in the account — delivering 635 conversions at just $11.40 cost per conversion, the lowest of any campaign in the account.
Device & Schedule Optimisation
Data showed that 88.3% of conversions came from mobile devices, and peak engagement consistently fell between Monday and Friday, 8AM–12PM. I used this data to apply bid adjustments — increasing bids during peak windows and on mobile — to maximise return during the hours that mattered most.
Competitor Analysis
Using Google’s Auction Insights, I monitored the competitive landscape and tracked impression share against major competitors including NBN Co, TPG, Optus, and Dodo. Data Cabling Sydney consistently held the highest impression share among all competitors in the auction — outperforming national telcos with a fraction of their budgets.
The Results
Over 4 years of active management, the account delivered:
| Metric | Result |
|---|---|
| Total Clicks | 56,600+ |
| Total Conversions | 3,290+ |
| Total Ad Spend | $132,000 |
| Average Cost Per Conversion | $40.07 |
| Best Campaign Cost/Conv | $11.40 (Performance Max) |
| Top Campaign Conversions | 1,329 (NBN Sydney-M) |
| Best Ad CTR | 5.05% |
| Mobile Conversion Share | 88.3% |
| Top Keyword CTR | 13.42% (“Nbn installation”) |
| Competitors Outranked | NBN Co, TPG, Optus, Dodo |
The top-performing campaign, NBN Sydney-M, generated 1,329 conversions at $26.11 per conversion on a $34,704 budget. The Performance Max campaign delivered 635 conversions at just $11.40 — the most cost-efficient campaign in the entire account.
Across keyword performance, “NBN technician” achieved a 12.77% CTR and “Nbn installation” hit 13.42% — both well above the industry benchmark for service-based search ads.
What Made It Work
Four years is a long time to manage a paid media account. The results didn’t come from one big decision — they came from hundreds of small, data-driven ones made consistently over time.
The account succeeded because of disciplined structure, continuous testing, and a willingness to follow the data wherever it led. When Performance Max outperformed manual search campaigns, the budget shifted. When mobile data showed 88% of conversions happening on phones, bids adjusted. When auction insights revealed gaps against competitors, ad scheduling and copy were refined.
The result was an account that compounded in efficiency over time — lower cost per conversion, higher CTR, and a consistent pipeline of inbound leads for a business competing against some of Australia’s largest telecommunications companies.