Delivering Marginal Gains on Finance

Monitoring a sophisticated account for industry best practice and then implementing changes requires a great deal of time and effort. Additionally, driving marginal gains from account wide strategies such as automated bidding can be a challenge.

The financial client were able to upgrade account health at scale and improve bidding efficiency using the Squared.io audit and automation features for Google Ads activity. As a result, performance improved across all key metrics.

The challenge

• Keeping track of query level activity and maintaining granular campaign settings amidst expanding the account was a manual and time-consuming process for Zenith UK.
• While automating bidding was delivering strong results for the client, there was scope to improve efficiency further.

The solution

• The Squared.io audit highlighted potential cost savings and activating automation enabled the team to make improvements at scale with one click and know all future campaigns would follow agency best practice.
• Bidding penalties also surfaced the opportunity to refine automated bidding live across the account.

The results

Audit actions and automation helped the Squared.io score improve by 29% over 29 days. This resulted in CTR increasing 71%, CPC decreasing by 22%, conversion rate improving by 38% and CPA decreasing 43%.

• CPC: -22%

• CTR: +71%

• Conversion rate: +38%

• Time saved: 40%