When taking over the account, we noticed there was no conversion tracking, poor messaging and CTAs. This led to poor funnel completion compared to other channels.
Beyond the above, there was no location targeting, bidding schedule, keyword strategy focused on user groups, all leading to a low quality score.
Further analysis of the account we quickly identified that SBT was hitting only one of the seven criteria that is set to be eligable for Google Grants Pro. This meant that we had to make some significant changes to the account inorder to achieve our objective.