A consumer electronics brand in a crowded, expensive category decreased ad spend 59%, cut cost per acquisition 43% and CPC 17%, while increasing conversion rate by 47%.

The diagnosis

The category was genuinely hard: high competition, a premium price point that often knocked the brand out of consideration early, and an incumbent agency that had laid reasonable foundations but left real room across ad copy, keyword structure, extensions, and average position. The core challenge was emotional, not technical, the product’s benefit is hard to make people care about without gimmicks.

The strategic shift

We didn’t lean on tricks. We spoke directly to what the product did and why it mattered, and rebuilt the experience across every touch a prospect could have with the brand, not just the first click.

What we changed

• Refined spend allocation and campaign structure based on actual booked-revenue performance, not surface metrics.

• Balanced keyword mix between sales-driving and awareness terms instead of defaulting to one or the other.

• Rewrote ad copy for relevance to lift quality score, which itself lowers cost per click.

• Built a three-touch structure: paid search for first contact, dynamic remarketing and shopping campaigns to keep viewed products in front of prospects, and static or text remarketing tuned to the highest-performing lists for non-purchasers.

• Tested imagery and copy specifically for remarketing placements rather than reusing prospecting creative.

How to know if this is you

If you’re in a competitive, higher-priced category and your account is still running as a single-touch program - one message, one landing experience, no distinct remarketing logic - you’re likely losing people who were interested but not ready on the first visit. A structured multi-touch experience usually costs less overall than the acquisition spend it protects.