Lightning Fibre

Our client wanted to shift their PPC strategy away from prioritising high visibility and impression share, and instead focus on reducing cost per acquisition (CPA) while maintaining overall conversion volume and impression share where possible. Previously, the account had been built around targeting a wide range of relevant keywords with minimal use of negative keywords, in order to maximise brand exposure and reach.

However, analysis of performance showed that overall Cost per Conversion (CPA) had increased significantly. This was largely driven by a high volume of clicks from keywords that were technically relevant but carried lower commercial intent, resulting in weaker conversion rates. In addition, the highly competitive internet industry naturally drove higher average CPCs, further inflating acquisition costs and reducing efficiency.

Firstly, a detailed keyword performance review covering the previous two quarters was conducted. Keywords were evaluated based on spend, conversions and CPA. High-traffic keywords with strong spend but consistently low conversion rates were paused, allowing budget to be reallocated towards higher-intent keywords with proven conversion history. This ensured that spend was concentrated on terms more closely aligned with user intent and later-stage funnel behaviour.

Secondly, the campaign structure was reworked. Previously, Exact and Broad match keywords were combined within the same campaigns, limiting control over performance and optimisation. The structure was split so that match types were separated into dedicated campaigns (e.g. Campaign 1 | Exact, Campaign 2 | Broad). This enabled greater control over bids, budgets and search term analysis by match type, allowing Exact match to focus on efficiency and CPA control, while Broad match could be leveraged for controlled keyword discovery and incremental volume. This restructure also supported more granular optimisation of bids, ad copy and negative keyword additions based on search term performance.