75% lower cost per acquisition, 40% more conversions.

AAA State of Play is a commercial playground equipment supplier based in Indianapolis, Indiana. Founded in 2006, the family-owned company has more than 100 employees and offers over 7,000 products (play structures, swing sets, park furniture, safety surfacing, shade structures) to schools, parks, daycares, churches and municipalities across all 50 U.S. states.

AAA State of Play's goal was to generate more conversions from Google Ads while lowering its cost per acquisition. The company wanted to get more value from every advertising dollar and turn the channel into a reliable growth engine.

Before working with David Carle, AAA State of Play was investing in Google Ads without getting the return it expected. The cost per acquisition was too high, and part of the budget was going to clicks that did not lead to conversions.

The account structure also needed attention. With a catalog of more than 7,000 products, campaigns lacked organization, and targeting was too broad or scattered to match what buyers were actually looking for.

On top of this, incomplete conversion tracking limited the quality of the data used to steer campaigns, and a highly competitive market put constant pressure on bidding.

To address these challenges, the campaigns were rebuilt from the ground up. A new structure was created around product categories and search intent, giving better budget control and reaching the right buyers.

Conversion tracking was audited and corrected so that decisions could rely on trustworthy data. Smart bidding strategies were then introduced to optimize campaigns toward conversions and the target cost per acquisition.

Ongoing keyword work improved the match with relevant searches and excluded queries that were wasting budget, supported by a negative keyword list that is continuously updated.

Finally, ads and landing pages were optimized and tested to improve message relevance and encourage visitors to take action.