SimplyVAT

SimplyVAT: Fixing Conversion Tracking & Scaling Leads

SimplyVAT helps eCommerce businesses expand internationally by managing complex VAT compliance requirements across multiple countries. When SimplyVAT partnered with PPC Kingdom, their Google Ads campaigns were generating leads, but there was a major problem: the data could not be trusted. Conversion tracking was incorrectly configured, meaning the Google Ads account was significantly overstating conversions. This made it extremely difficult to optimise campaigns or understand which keywords and campaigns were genuinely driving new business. By fixing the underlying tracking issues and restructuring the account, we were able to bring clarity to the data and build a more efficient acquisition strategy.

The Challenge

SimplyVAT approached PPC Kingdom with several key issues affecting the performance and reliability of their Google Ads account. The primary hurdle was inaccurate conversion tracking, which led to inflated conversion numbers that did not match the client’s internal CRM data. Because campaigns were optimising around these false signals, performance analysis was unreliable.

With incorrect data feeding into the platform, it was almost impossible to determine which keywords were generating leads or where budget should be adjusted. Furthermore, the account faced multiple Google Ads policy restrictions that limited visibility and prevented campaigns from reaching their full potential. SimplyVAT had a clear CPA target they wanted to achieve but lacked a defined strategy to reach it given the inefficient campaign structure.

The Solution

PPC Kingdom implemented a structured, data-driven strategy designed to uncover hidden search demand and ensure budgets were allocated to maximize business value:

Rebuilding Conversion Tracking: Using Google Tag Manager and GA4, we rebuilt the tracking setup to ensure conversions were recorded accurately and duplicates were eliminated.
Data-Led Campaign Optimisation: Once reliable data was available, we switched off underperforming AI automation and focused the budget on campaigns and keywords genuinely driving value.
Keyword & Match Type Analysis: We reduced reliance on broad match keywords, which were driving irrelevant traffic, and prioritised exact and phrase match campaigns.
High-Intent Keyword Coverage: We identified and introduced additional high-intent search terms into new exact match campaigns to capture businesses actively seeking VAT support.
Country-Level Segmentation: We split campaigns by country, allowing budgets to be allocated based on the performance and opportunity within each specific international market.
Negative Keyword Controls: We introduced stronger negative keyword controls to further reduce wasted spend and improve traffic quality

The Results

With accurate tracking and a restructured account, SimplyVAT’s campaigns quickly became more efficient and easier to optimise. The key outcomes included:

Accurate conversion tracking providing reliable performance data.
Removal of wasted spend from inefficient automation and broad keywords.
Increased focus on high-intent exact and phrase match searches.
Improved budget allocation across international markets.
Consistent lead generation at a lower cost per acquisition.

By establishing a reliable data foundation, SimplyVAT was able to achieve stable lead generation at a CPA below previous levels, giving the business the confidence to increase investment in the best-performing campaigns.

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