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Where To Buy: Search Marketing Transformation
How strategic campaign optimization reduced cost per acquisition by 51.9% while scaling conversions
51.9%
Reduction in Cost Per Acquisition
9.9%
CTR in 2024 (up from 3.64%)
50+
Monthly Conversions in 2024
Client Overview
Where To Buy (WTB), an emerging product locator software solution, aimed to establish market presence in a highly competitive space dominated by established players with significantly larger advertising budgets.
The Challenge
- Unsustainable customer acquisition costs of $600 per appointment
- Minimal conversion volume of only 1-2 appointments monthly
- Extremely competitive market with established competitors
- Limited budget compared to market leaders
- High CPCs across product locator software keywords
Our Strategic Solution
Campaign Structure
- Implemented dual campaign strategy: General Prospecting and Competitive
- Created targeted ad groups for specific platforms (Shopify, WordPress)
- Developed industry-specific targeting (CPG, Omni Channel)
- Strategic competitor targeting with proven conversion potential
Position Strategy
- Maintained 70-90% top-of-page rates
- Balanced aggressive positioning with cost efficiency
- Optimized for conversion-driving ad positions
- Strategic impression share management
Impactful Results
General Prospecting Performance
- Reduced CPA to $288.82 (51.9% improvement)
- Increased CTR to 9.9% (up from 3.64%)
- Maintained strong 72.54% top impression share
- Scaled to 3,360 clicks (up from 713)
Competitive Campaign Success
- Destini: 2.7% conversion rate, $387.68 CPA
- Pricespider: 10.69% CTR with strong positioning
- Mikmak: 1.46% conversion rate with 5.64% CTR
Strategic Insights
Budget Allocation
Strategic investment in high-performing general store locator terms combined with targeted competitor campaigns drove efficient scaling while maintaining performance.
Campaign Diversification
Multi-layered approach combining exact match, platform-specific, and industry targeting enabled precise control over spend and performance.
Position Strategy
Balanced approach to ad positioning achieved strong visibility while maintaining efficient CPCs, proving top positions don't require highest bids.
Contact
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50+
Happy Clients Since 2021