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Most paid campaigns in Nepal are losing money on keywords that never convert, Display Network placements no one configured, and broad match settings Google turned on by default. We find every rupee of wasted spend and redirect it toward what actually produces leads.
The Business Spending NRs 50,000–300,000/Month With Declining Returns: You launched campaigns, leads came in, then CPL crept up. You increased budget to compensate. Now you're spending more and seeing less. The problem is not budget size — it's that uncontrolled broad match and default Google settings have quietly redirected spend toward traffic that will never convert.
The Marketing Manager Who Can't Explain the Spend: Your Google Ads account shows spend. Your CRM shows some leads. But the gap between ad spend and qualified pipeline is growing and no one can explain why. You need a structured waste audit that names the specific keywords, placements, and audiences consuming budget with no return.
The Business That Tried Cutting Budget and Lost Leads: You reduced spend to cut CPL. Leads dropped. You put budget back. CPL stayed high. That pattern confirms the account has both waste and value mixed together — and no one has separated them yet. That separation is exactly what this engagement does.
Google defaults to broad match. In Nepal, this means a keyword like "MBA admission" is triggering searches for "free online courses," "study abroad scholarships," and "government job preparation." The budget is real. The intent is irrelevant. Without a structured match type audit, this waste compounds every day the campaign runs.
When you create a Search campaign in Google Ads, the Display Network expansion is checked by default. Most accounts in Nepal have never unchecked it. This means Search budgets are being spent on banner placements across unverified websites — often with zero conversions recorded across months of spend.
The average Nepali Google Ads account has fewer than 20 negative keywords. A properly managed account targeting qualified leads needs 300 or more. Without them, broad and phrase match keywords pull in irrelevant queries continuously, each costing real money with zero chance of producing a lead.
Many accounts in Nepal are still running Maximise Clicks or Manual CPC with no conversion data feeding the algorithm. Google optimises for what you tell it to optimise for. If you have not configured Target CPA or Maximise Conversions with real conversion tracking, you are paying for traffic volume rather than lead quality.
We export every keyword, placement, and audience segment with spend data. We cross-reference against conversion records. Every line item with spend and zero conversions is flagged, quantified, and prioritised for removal or restructure. You receive the full audit as a working document — every waste source named, every rupee calculated.
We build a negative keyword list from three sources: your search term report (actual queries triggering your ads), category exclusions relevant to your industry, and competitor research. The list is segmented by campaign type and match type. Implementation is documented so your team can continue expanding it.
We pull your placement report and remove every site, app, and network placement with spend and no conversion history. For Display campaigns, we apply category-level exclusions (parked domains, mobile app categories, content farms) in addition to specific site removals. Display Network expansion on Search campaigns is disabled immediately.
We build suppression lists from your CRM and website data: current customers, unqualified lead segments, past converters who should not receive acquisition messaging. We also remove broad demographic audience expansions Google applies automatically when "optimised targeting" is enabled.
We audit your current bid strategy against your conversion volume and data history. Where conversion data supports it, we migrate to Target CPA or Maximise Conversions. Where data is insufficient, we implement a structured transition plan — building conversion history deliberately before allowing the algorithm to optimise. We do not switch bid strategies blindly.
Removing waste spend does not reduce lead volume — it redirects budget from traffic that was not converting to traffic that was. In accounts with significant broad match waste, lead volume typically holds steady or increases because better-matched queries receive more budget. The leads that disappear were not converting in the first place.
A properly managed account targeting qualified leads in Nepal typically requires 300 to 500 negative keywords, segmented by campaign type. The average account we audit has fewer than 20. The gap represents continuous spend on irrelevant queries that has been accumulating since the account launched.
Display Network traffic and Search Network traffic serve different functions. The problem is not Display advertising — it is Display settings being applied to Search budgets automatically. After the audit, Display placements are either removed, restructured with proper targeting, or retained only where conversion data justifies the spend.
Meaningful CPL movement is typically visible within 30 days of implementation. The speed depends on campaign volume: higher-spend accounts accumulate data faster and show results sooner. We review performance at the 30-day mark and provide a written assessment of what changed and what to address next.
The CPL Reduction engagement delivers a completed audit, implementation, and 30-day review. Ongoing management is a separate retainer. Some clients use the audit as a reset and manage internally from there. Others move into ongoing management. Both paths are available — we will not push you toward a retainer if the audit gives your team what it needs to operate independently.
Not a black box. Real specialists you can call, with their names on the work.
Most Nepali Google Ads accounts are spending 30–50% of their budget on traffic that has no realistic chance of converting. The audit identifies exactly where. It takes two days to produce and requires only read/edit access to your account. There is no obligation beyond the audit itself.
We will confirm receipt within one business day and send account access instructions to get started.
Ignited Nepal
Growth engineering · replies within 1 business day
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