THE GOALS

  • Reduce cost per click for Branded keywords
  • Increase appointments

THE APPROACH

  • Ran an incrementality test to see if turning off branded advertising impacted overall appointments
  • Investigated spend and performance by geographical region, seeking out areas of wastage
  • Report fraudulent activity from competitors

THE RESULTS

  • £2 million saved in one year on advertising on branded keywords
  • Re-invested a portion and increased appointments by 27% year on year