Success story
How Cetrogar increased revenue 163% by focusing on the lower funnel
We proposed splitting the accounts into Performance and Branding, implementing Hagakure in non-brand search campaigns by category, and dividing Shopping into three regions based on the business's offline presence. The core change was moving the goal from maximize clicks to target ROAS, so the account would start optimizing for revenue, not volume.
ACTION PLAN
How we approached it
Shopping by region
We split Shopping campaigns into three regions to allocate budget based on the business's actual offline presence in each area.
Non-brand search with a simplified structure
Simplified structures that allow one URL per keyword, so someone searching for a specific product lands on that product and not on a category.
Moving to target ROAS
We changed the campaign goal from maximize clicks to target ROAS, analyzing the ideal return by category and at the business level.
Numbers that speak for themselves.
- Revenue
- +163%
- Transactions
- +91%
- Conversion rate
- +43%
Buying sales instead of clicks
When an account bids per click, it buys visits. When it bids for revenue, it buys sales. Changing the goal moved the three metrics that matter: revenue grew 163%, transactions 91%, and conversion rate 43%.
Custom audiences by keyword and category (refrigerators, smart TVs, home appliances) made it possible to go after specific intent instead of generic profiles. And the Facebook campaigns were reorganized by objective, with remarketing where it made sense.
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Luigi Bosca
AI creative adaptation and integrated media for a premium wine in Argentina and LATAM.
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Clarín
Creative production at scale for a media company's verticals, month after month.
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Deel
B2B Paid Media with keyword-level attribution to double opportunities.