Dez will guide the audience through a proven approach to negative keyword management that minimises wasted spend and strengthens campaign efficiency.

He will cover how shifting from reactive fixes to a proactive approach creates cleaner signals, better targeting and most importantly, more profitable PPC campaigns.

The session gives marketers the frameworks and steps needed to maintain control even as match types broaden.

Much of the current advice around Google Ads assumes large budgets and high conversion volumes.

But many PPC professionals manage accounts with limited data - whether due to small budgets, niche industries, or low search volume.

In these environments, optimisation becomes significantly harder. Smart bidding struggles to learn, experiments take months to reach significance, and traditional testing frameworks often break down.

This session will explore practical techniques for running and optimising Google Ads campaigns in low-data environments.

Drawing on real account examples, the session will cover strategies for preserving signal within campaign structures, identifying high-intent search queries quickly, prioritising the most impactful optimisations, and making confident decisions even when conversion data is sparse. Attendees will leave with a practical framework for managing Google Ads accounts where every click and every data point matters.