The client's starting goal
National network of air quality services for businesses, 65 branches and about €3,000 a month on Search. To gain volume, targeting had to broaden, but the account optimized on clicks and calls without distinction, while demand in the sector was falling. First, we taught bidding what a real quote looks like.
Key actions
Conversions were redefined around qualified signals, and targeting was broadened only once bidding was fed by those signals, with a weekly review of search terms.
- Conversions redefined around quotes sent and contact form submissions
- Targeting broadened once bidding was fed: generic queries and broad match tested
- Search terms reviewed every week, with negatives added
- Year-over-year analysis to separate the effect of Google's AI answers from that of the campaigns
The impact
From May to September, quote requests rose from 184 to 263 year over year (+43%), with budget up 2%. CPA fell from €68 to €49 (-28%), with 23% fewer clicks: less traffic, but more qualified.
Impression share rose from 23% to 39% while sector demand fell 31%: the account is gaining ground in a shrinking market.
