Project overview

Branded campaigns are the foundation of PPC performance, often delivering the most efficiency in acquisition. A leading meal prep delivery provider was experiencing inflated CPCs and reduced control under the old agency’s reliance on smart bidding strategies.

From February to June 2025, our team implemented a new structure designed to balance efficiency with scale. We introduced campaign splits for highly intentful versus broader brand terms, adjusted bidding strategies, and expanded coverage into Microsoft Ads. This allowed us to cut wasted spend, sharpen control over impression share, and drive significantly lower acquisition costs.

The results: conversions rose by 31%, revenue grew by 27%, and CPA dropped by an impressive 42% year-on-year.

Scope of work

Campaign Restructuring

We restructured the branded campaigns to separate high-intent searches from broader brand-related queries. This gave us greater control over bidding and efficiency, ensuring maximum coverage while maintaining strong cost performance.

Bidding Strategy Overhaul

We replaced smart bidding with manually controlled campaigns, giving us the edge to adjust CPCs if and when we needed to. Combined with a smart structure, which allowed us to target more intentful keywords whilst still ensuring coverage over important brand terms.

Expansion Into Microsoft Ads

To capture additional market share, we launched branded campaigns on Microsoft Ads. This added incremental conversions at strong CPAs, further strengthening channel diversity.

Efficiency Gains

By reducing CPCs by more than half and lowering overall spend, we freed up budget to scale into upper-funnel campaigns without sacrificing brand coverage. The result was a 42% reduction in blended CPA while still driving year-on-year growth in revenue and conversions.