When GreenOnline came to us after October’s disappointing results with their previous agency, we made one radical decision that changed everything. Instead of their complex 50-ad-group structure with dozens of generic keywords, we kept exactly two words in broad match: “résilier” (cancel) and “résiliation” (cancellation), always followed by the service name. Someone searching “résilier orange” sees a dedicated Orange cancellation ad. Someone typing “résiliation basic fit” gets a fitness-specific message. Perfect match every single time, across 600+ ultra-targeted ads covering insurance, telecom, fitness, banking, press, and charities.

We structured the account across four distinct campaign strategies. The All-Phrase campaign with 322 ad groups targets exact service names and delivered 257 conversions at €6.25 CPA. The Brandnames campaign covers 955 specific brand variations like Securycar, Basic Fit, and Orange Assurance, generating 352 conversions at just €3.25 CPA. Top Products with 11 ad groups focuses on high-volume services and produced 121 conversions. Finally, DSA Categories with 8 groups captures long-tail searches we hadn’t anticipated, adding 179 conversions at €4.90 CPA. Target CPA varies between €6 and €8.85 depending on service profitability, with budgets dynamically allocated from €52 to €500 per day based on real-time performance.

With this granular structure, top performers surface immediately. Securycar delivered 11 conversions at just €0.90 each. Basic Fit matched that with 11 conversions at the same €0.90 CPA. Roole generated 36 conversions at €4.33 CPA. These three ad groups alone produced 58 conversions for under €200 total spend. Winners get budget increases within 24 hours. Underperformers get paused or bid down aggressively. No monthly reviews, no waiting for “enough data.” Every morning starts with bid adjustments based on yesterday’s actual conversions.

October 2023 under their previous agency generated 523 clicks and 32.50 conversions at €9.61 CPA for €312 total spend. Their generic 50-ad-group structure wasn’t working. We launched November 1st with the new ultra-targeted strategy. First full month result: 1,940 clicks generated 145 conversions at €7.22 CPA for €1,050 spend. That’s 271% more clicks, 346% more conversions, and 25% lower CPA. The client’s reaction after just one week: “More than last month half conversions in only one week and five times less expensive. At that point, it’s not dumb luck.” December brought continued optimization as we paused low performers and scaled winners. Final three-month result: 909 total conversions at €4.96 average CPA, well below the €6-8.85 target range, +33.85% above forecast.