24 Sep Driving Long-Term Results: The Vanner Perez Notaries PPC Case Study
Four years, one partnership, and a Google Ads account that keeps getting better.
Most case studies are a snapshot, a problem, the work, the win. This one’s different. Vanner Perez and I have been working together since 2022, so this isn’t the story of a quick fix. It’s the story of what happens when you commit to a PPC account properly and keep refining it, month after month, for four years.
Where we started
Vanner Perez is a London-based professional notary practice with a long track record and a genuinely busy diary. They’d been running their own Google Ads account for years, and here’s the honest truth of it: running a legal practice doesn’t leave much room to run ads properly as well.
The results showed it. Campaigns were switched on and off depending on how much time there was, so performance came in fits and starts. And every time the ads came back on, Google had moved on, with new campaign types, new settings, and new best practice to get across. They wanted to keep investing in paid search, they just didn’t have the hours to give it the attention it needed. That’s where I came in.
What we did
Handing the account over was step one, and it immediately freed them up to do what they do best, look after their clients, while I looked after the ads.
I started with a full PPC audit to see what was working, what was quietly wasting money, and where the real opportunities were. From there we built a proper strategy. Instead of a couple of campaigns flickering on and off, we expanded the account deliberately, with new campaigns targeting new areas, new countries and new languages to match the international nature of notary work. Over time we’ve brought in Performance Max alongside search, tested remarketing, and kept pruning anything that wasn’t earning its place. More reach, more conversions, lower costs, and a structure built to grow into.
The results
The turnaround came quickly, and, more importantly, it’s held. Coming from an account that ran in fits and starts, we completely changed what it delivers, then kept building on that year after year.
Across the partnership we’ve:
- Grown conversions more than fourfold since taking over the account
- Cut the cost per conversion by more than three-quarters compared with where it started
- Expanded reach dramatically, with click volume up by more than 200% as we moved into new countries, new languages and new campaign types
- Roughly doubled the ad investment as the results justified reinvesting, while keeping every conversion efficient
That last point is the one I’m proudest of. Scaling an account usually means the cost per conversion climbs steadily as you push for more volume. We’ve done the opposite, more conversions, wider reach, more budget working harder, without ever letting the cost per conversion run away. That only comes from ongoing, hands-on management.
Why it’s lasted
We still jump on regular video calls to talk through the latest numbers and where to take things next. Four years in, Vanner Perez doesn’t have to think about the day-to-day of their PPC, they know it’s handled.
When they first came to me, they weren’t sure how much difference outsourcing would really make. Four years and a four-fold jump in conversions later, I think that question’s been answered. And for me, this is exactly the kind of work I set out to do when I went freelance: long-term partnerships where I get to stay close to the account, keep improving it, and actually support a business as it grows.
Thinking about outsourcing your PPC, want a second opinion, or just fancy a chat? Book a free 30-minute consultation, no hard sell, just honest advice from a freelance PPC consultant.
