Project overview
Brand PPC was historically a lower-emphasis channel but remained vital for protecting market share and delivering cost-efficient conversions.
During this period, we tested alternative bidding strategies, including Google’s smart bidding options, to explore automation potential. The experiments highlighted clear discrepancies, with inflated CPCs and weaker efficiency compared to the original approach. This confirmed that our established bidding strategy remained the most effective.
Although brand was not the primary focus, performance still delivered strong uplifts. Converted leads grew 55% year-over-year, while revenue increased 56%, reinforcing the importance of maintaining a consistent brand presence in paid search.
Scope of work
Campaign Structure
Maintained a consolidated brand campaign structure targeting high-intent keywords, ensuring maximum relevance and cost efficiency.
Bidding Strategy Tests
We experimented with Smart Bidding to assess potential automation benefits. The results revealed inflated CPCs and weaker efficiency, leading us back to the more reliable original structure. By leveraging Google’s A/B testing platform, we gained definitive proof that our existing approach was already delivering the best possible performance.
Ongoing Optimisation
Despite higher CPCs and some volatility from testing, brand campaigns consistently delivered value. With a 650% ROAS, brand PPC remained a profitable and stable acquisition channel.
Ad Copy & Messaging Alignment
We refreshed ad copy and extensions to emphasise trust signals and streamline the user journey. By aligning messaging more closely with user intent, we strengthened click-throughs on high-intent brand terms.
CRO & Landing Page Synergy
Performance was supported by the wider CRO improvements on the quote page, ensuring brand traffic converted at higher rates once it landed. This meant even modest gains in brand clicks translated into stronger outcomes down the funnel.
Performance Monitoring
Volatility was closely monitored during bidding tests to avoid inefficiencies escalating. Regular reporting and bid adjustments ensured cost per instruction was controlled while still scaling instructions and revenue.
