Google PPC Case Study: 60% uplift in conversions
Turning off brand and reinvesting budget into generics drove a 60% uplift in conversions
The Problem
A UK-based Thai restaurant chain had high brand CPCs due to Deliveroo bidding on their brand terms. All food deliveries had to be carried out through a third-party aggregator, while click-and-collect orders and restaurant table bookings could be made directly from the website. We are Polymer suggested reducing reliance on brand terms so the restaurant could save money and reinvest this into their generic activity to drive more click-and-collect orders and table bookings.
The Solution
We are Polymer paused branded keywords and added brand negative lists to the Pmax Local campaigns. The savings made from turning off branded activity on these campaigns were reinvested back into generics so we could increase visibility on these terms and drive additional conversions. We agreed that success would be measured by looking at traffic to site and conversions period on period in GA4 for organic and paid traffic combined.
The Result
Turning off brand saved £8,000 of budget, which when reinvested into non brand campaigns helped increase visibility. Impression share increased by +20% and conversion volume through these campaigns was +60% higher. Although we regularly check the SERP for competitors, we have been able to keep brand activity paused and maintain strong conversions for the business.
Case Study 003
We are Polymer a PPC Agency
Written by Jen Grant
