Our campaign in focus
Peak Ace started working with Concardis in 2020, providing detailed consulting for paid search, assisting in MarTech implementation, and managing other ad platforms directly. For this project, we were tasked with increasing sales volume while only slightly increasing average cost per sale.
We implemented a three-pillared paid search strategy to achieve this and compete in a market with decreased demand. Step one involved closing potential gaps in conversion tracking related to 3rd party cookies while respecting users’ consent. Step two involved using a wide keyword list to expand reach and connect with the most potential customers possible (due to decreasing category interest). Step three involved important lead stage signals from CRM into Google Ads, so Google Ads can use its machine learning to optimise towards leads of higher quality.
We optimised to achieve success, increasing traffic through tailored ads, lead form extensions, and signal tracking for two lead stages. We developed a fully GDPR compliant way of measuring our campaign success to every click and automated consistently. Ultimately, our strong strategy and teamwork enabled us to meet our goals. We generated more sales YoY and improved our cost per sale. This piece of work obtained outstanding results with the help of AI fed with CRM-based signals and guided by human supervisors – the future of performance marketing.
