Campaign Objective
Generate high-volume search traffic at a low cost per click (CPC), while maximising ad impressions and maintaining consistent delivery.
Campaign Goals
- Drive targeted traffic through search ads with measurable CPC efficiency
- Optimise for scale while maintaining consistent performance over time
- Leverage intent-based keyword strategies to increase click volume
Performance Metrics
75,500 — Total Clicks
Proving strong alignment with user intent
2,580,000 — Total Impressions
Increasing overall brand exposure in competitive SERPs
R1.11 — Average CPC
Delivering exceptional cost efficiency while maintaining click volume
Campaign Highlights
- 75.5K clicks generated through search ads, proving strong alignment with user intent
- 2.58 million impressions, increasing overall brand exposure in competitive SERPs
- Low average CPC of R1.11, delivering exceptional cost efficiency while maintaining click volume
- Smooth campaign delivery over time, as reflected in stable performance curves across impressions and clicks
Campaign Approach
Search Intent Targeting
Focused on high-converting keywords with strong purchase or action intent, using both exact match and modified broad strategies.
- High-converting keyword identification and selection
- Exact match strategies for precision targeting
- Modified broad match for expanded reach
- Purchase and action intent keyword focus
Cost Management
Daily bid adjustments and smart automation rules ensured CPCs remained low and stable throughout the campaign lifecycle.
- Daily bid monitoring and adjustments
- Smart automation rules implementation
- CPC stability maintenance strategies
- Campaign lifecycle cost control
Ad Copy and Extensions
Created tightly themed ad groups with compelling copy, reinforced by structured extensions and sitelinks to improve quality scores.
- Tightly themed ad group structure
- Compelling ad copy development
- Structured extensions implementation
- Quality score optimisation through sitelinks
Performance Optimisation
Closely monitored keyword and search term data to eliminate low-quality traffic and focus spend on high-value segments.
- Keyword performance monitoring
- Search term data analysis
- Low-quality traffic elimination
- High-value segment budget focus
Key Learnings
Keyword Structure Impact
Proper keyword structuring and ad relevance significantly reduce cost per click without sacrificing quality
Achieved R1.11 average CPC while maintaining high click volume and quality
Continuous Optimisation Value
Continuous optimisation of ad assets and exclusions keeps performance consistent
Maintained stable performance curves across 75.5K clicks and 2.58M impressions
Relevance Point Delivery
Impressions-to-click ratio remains strong when ads are delivered at peak relevance points in the user journey
Delivered consistent engagement through strategic timing and relevance alignment