Pay Per Click for ATM Payment Company

TL;DR:

DiscoverMyBusiness transformed Next Payments’ underperforming Google Ads account into a high-performing PPC system by fully restructuring campaigns, improving keyword targeting, and implementing a conversion-focused strategy. Through advanced segmentation, manual bidding control, and continuous optimization, we significantly increased conversions, phone calls, and ROI while reducing wasted ad spend. The result was a scalable lead generation engine that delivered the company’s strongest PPC performance to date.

Project Overview

Industry: Payment Solutions

Location: Cheltenham, VIC-3192, Australia

Timeline: 12+ Months

Services: Google Ads / PPC Management

Goal: Lead Generation & Client Acquisition

Client Background

Next Payments, an Australian-based provider of advanced payment solutions, specializes in delivering ATMs, EFTPOS systems, cash handling devices, kiosks, and innovative payment technologies that support both hardware and software-driven financial transactions. Despite being a well-established player in the payments industry with a strong reputation for innovation and customer service, their Google Ads campaigns were not delivering consistent or scalable results.

While the company had been running PPC campaigns since 2015, performance remained underwhelming, with limited conversions and inefficient ad spend allocation. To address these challenges, Next Payments partnered with DiscoverMyBusiness through Enterprise Digital Marketing to rebuild and optimize their PPC strategy from the ground up.

Objective of the PPC Optimization Project

The primary goal was to transform an underperforming Google Ads account into a high-efficiency lead generation system. The focus was on improving lead quality, increasing conversion volume, reducing wasted ad spend, and maximizing return on investment (ROI) through a more structured and data-driven approach to Pay Per Click (PPC) Marketing.

Challenges with Existing PPC Setup

Before optimization, the Google Ads account faced several critical performance issues. Campaigns lacked proper structure and segmentation, making it difficult to track performance across different products and services. Keyword targeting was inefficient, resulting in irrelevant traffic and low-intent clicks. Despite ongoing ad spend, conversions remained minimal, and the cost per acquisition was significantly higher than desired. Additionally, there was no refined tracking or optimization system in place to measure performance at a granular level.

Strategic Approach

To resolve these challenges, DiscoverMyBusiness implemented a comprehensive Enterprise PPC Marketing restructuring strategy focused on precision targeting, cost efficiency, and performance scalability. The campaign structure was completely rebuilt with clear segmentation across product categories to improve tracking and optimization.

Keyword research was expanded to uncover high-intent, low-cost search terms that had previously been overlooked, ensuring stronger alignment with commercial intent users. A manual bidding strategy was introduced to gain tighter control over CPC and improve ad positioning efficiency.

To further enhance performance, extensive negative keyword filtering was applied to eliminate irrelevant traffic and reduce wasted ad spend. Campaigns were reorganized into clearly defined ad groups, allowing for better monitoring of performance at both product and service levels.

In addition, DiscoverMyBusiness leveraged proprietary optimization techniques, including competitor gap analysis and internal routing improvements, to identify untapped opportunities and strengthen overall campaign efficiency.

DiscoverMyBusiness Services Used

A complete suite of digital marketing and web development services designed to build, optimize, and scale high-performing online experiences.

Together, these services ensure a seamless blend of design, development, and marketing strategies that drive visibility, engagement, and conversions.

The Execution

To achieve the client’s objectives, our team implemented a strategic and conversion-focused PPC approach that combined full account restructuring, advanced campaign segmentation, and performance-driven optimization to improve lead generation and maximize return on ad spend.

Full Account Restructure of Google Ads

We completely rebuilt the existing Google Ads account to eliminate inefficiencies and establish a performance-focused structure. This included reorganizing campaigns, refining ad groups, and aligning the entire account with product-specific targeting to improve clarity, tracking, and optimization. This was executed as part of our broader Search Engine Marketing (SEM) approach to ensure maximum search visibility and intent alignment.

Search-Only Focused Campaign Structure

A search-only campaign strategy was implemented to prioritize high-intent users actively searching for payment solutions. This ensured that budget was concentrated on traffic with the highest conversion potential, reducing wasted spend across low-performing placements.

Call-Focused Tracking Strategy

We introduced a call-driven conversion tracking system to accurately measure phone inquiries generated from ads. This allowed for better attribution of leads and enabled the team to optimize campaigns based on real business outcomes rather than just clicks, supported through expert execution of Google Ads Management Services.

Retargeting Campaigns for Warm Audiences

Retargeting campaigns were launched to re-engage users who had previously interacted with the website or ads. This helped recover lost traffic, improve brand recall, and increase conversions from high-intent warm audiences.

Conversion-Focused Ad Optimization

All ad copy and creatives were optimized with a strong focus on conversions. Messaging was refined to highlight key value propositions, improve relevance to search intent, and encourage users to take immediate action, strengthening overall Conversion Rate Optimization across campaigns.

Continuous Monitoring & Bid Adjustments

Ongoing performance monitoring was implemented to ensure consistent optimization. Manual bid adjustments were made regularly to improve ad positioning, control cost per click, and maximize overall campaign efficiency.

Campaign Breakdown 

The Results

The optimized Google Ads strategy delivered a significant transformation in campaign performance for Next Payments, turning an underperforming account into a highly efficient lead generation system. By restructuring the campaigns, refining targeting, and focusing on high-intent traffic, the overall advertising performance improved dramatically across all key metrics.

The new PPC structure created a more efficient and conversion-focused advertising funnel, allowing the company to generate higher-quality leads while reducing wasted ad spend and improving overall ROI.

These improvements resulted in a more stable and scalable advertising system, where budget allocation became more efficient and performance tracking became significantly more accurate across all product categories.

Within 30 days, the company experienced its most successful PPC performance in history.

Turn Your Ad Spend Into Predictable, High-Quality Leads

The PPC transformation for Next Payments demonstrates how a poorly structured Google Ads account can be turned into a high-performance lead generation system through strategic restructuring, precise targeting, and continuous optimization. By focusing on intent-driven search traffic, campaign segmentation, and data-backed decision-making, DiscoverMyBusiness was able to significantly improve conversions, reduce wasted spend, and strengthen overall campaign profitability through a strong Digital Marketing Strategy Development approach.

This project highlights the importance of building PPC campaigns around structure, intent, and performance tracking rather than simply increasing ad spend. With the right strategy in place, even long-running underperforming campaigns can be transformed into scalable growth engines.

Key Takeaways:

• A properly structured Google Ads account is essential for improving conversions and reducing wasted ad spend
• Focusing on high-intent search traffic leads to stronger lead quality and better ROI
• Campaign segmentation and tracking enable more accurate performance optimization across services
• Continuous monitoring and bid optimization are critical for sustained PPC success

If you are looking to scale your business with a data-driven PPC strategy that delivers consistent leads and measurable growth, contact DiscoverMyBusiness today to build a fully optimized advertising system tailored to your goals.