Case Studies

Budget overload on Brand Search

Our Google Ads audit discovered a major inefficiency—90% of the client’s PMax budget was tied to branded search. While branded campaigns delivered a comparable ROAS to acquisition campaigns, this excessive spend was limiting the client's growth potential.

A Shift Toward Acquisition

We recommended a strategic pivot—limiting branded search and PMax to just 5-10% of the total budget. With the freed-up budget, we launched new ACQ campaigns and negated brand keywords, reallocating spend toward high-impact acquisition strategies on YouTube, PMax (Acq), and Non-Brand campaigns.

Scaling smarter, driving results

This approach not only allowed the client to scale in a meaningful way, but also ensured continued engagement with brand-aware audiences. By addressing this inefficiency, we’ve helped many clients optimize their budgets for stronger results and meaningful growth.

Scaling Growth for an Established Leader

Already a top player in their industry, the brand faced the challenge of scaling their Google Ads performance to new heights. The goal was to achieve significant growth without sacrificing efficiency—no easy feat for a company already thriving.

Refining and Expanding for Maximum Impact

We optimized search campaigns with hyper-relevant targeting to align with customer needs. Performance Max was segmented into distinct Brand and Acquisition campaigns, and 15-20% of the budget was allocated to YouTube for top-of-funnel awareness, fueling both brand visibility and new customer acquisition.

Driving Growth & Efficiency

Our strategy resulted in a +53.87% increase in conversion value, with a +45.71% rise in cost. Conversions grew by +35.77%, and Conversion Value/Cost improved by +5.60%, demonstrating our ability to scale efficiently for even the most successful brands.

Breaking Beyond Brand Reliance

As a market leader commanding 18% of the Australian underwear market, the challenge was clear: to grow further, they needed to shift focus from a brand-heavy strategy to non-brand and acquisition campaigns. Balancing the need for expansion while maintaining their dominant position required a strategic overhaul.

Expanding Through Targeted Niches

We crafted a tailored strategy that capitalized on both their established brand presence and a focus on new audience segments. Custom landing pages were developed for specific niches, like ‘Sport’ underwear, to capture targeted conversions. By restructuring their PMax campaigns, we shifted budget away from brand-heavy efforts and directed it toward non-brand and acquisition campaigns—effectively driving growth while preserving their brand strength.

Scaling to New Heights

This pivot led to remarkable growth: a 400% increase in revenue, even with a 450% increase in ad spend. While ROAS saw a slight decrease (-9.1%), the strategic shift unlocked major expansion opportunities, showing that even established market leaders can fuel growth through targeted, data-driven advertising strategies.