Background & Challenge
A large Australian financial institution was spending $100k/month on paid search, managed internally without an objective performance baseline. They engaged KBR to audit and improve efficiency with a clear mandate: lower acquisition costs. (p.2)
Strategy
- Account audit & insights to surface inefficiencies and opportunities. (p.3)
- Goal setting: reduce CPA by 20%. (p.3)
- Account restructuring for cleaner targeting and bidding. (p.3)
- Incremental weekly optimisations to compound performance gains. (p.3)
- Real-time tracking to measure, learn, and adjust. (p.3)
Results
30% savings
Month-on-month for the first three months. (p.4)
20%+ lower CPA
Exceeded the original efficiency target. (p.4)
Improved efficiency
Better structure and targeting drove stronger performance. (p.4)
Ongoing gains
Weekly optimisations kept results moving in the right direction. (p.4)
What We Did
Planning
- Defined KPIs and a 20% CPA reduction target.
- Mapped restructure plan by campaign/ad group/keyword.
Activation
- Launched rebuilt structure with guardrails (negatives, match types, budgets).
- Instituted weekly change cadence tied to tracking outputs.
Measurement
- Real-time tracking dashboards for spend, CPA, and share-of-voice.
- Monthly wrap-ups to benchmark progress and reallocate budget.
Want Lower CPAs from Search?
We’ll audit your account, rebuild for efficiency, and set up a weekly optimisation rhythm that compounds savings.