Competitor search campaigns
How I more than doubled contracts from people searching for competitors
Restructuring mature competitor search activity and expanding into new commercially relevant terms, validated by CRM outcomes.
More than doubled
Conversion doubled
Cheaper customers
Stronger close rate
The challenge
Competitor campaigns had gone stale and nobody knew if more volume would be worth it.
People comparing alternatives are some of the most valuable searchers in any market, but this activity had been left running in the same shape for a long time.
Expanding it carried risk: more competitor traffic can easily mean more poor fit enquiries.
What mattered most
The strategy
Rebuild, expand and let the CRM decide.
I restructured the campaigns and only kept growth that proved itself in signed contracts.
- 01Restructured mature competitor activity into cleaner, more controllable campaigns.
- 02Expanded into new commercially relevant competitor and comparison keywords.
- 03Used CRM performance to validate that increased volume was creating real customers.
- 04Refined messaging so the offer stood out against the alternatives being searched.
The evidence
The numbers behind the result.
Graphs use the exact figures from the engagement. Where raw totals were not available, values are indexed to a starting point of 100.
Commercial uplift
Quality rose with volume
Change against the starting position. Reductions shown in green are improvements.
The outcome
Competitor demand became a dependable source of customers.
Contracts rose 113% and lead to contract conversion more than doubled. Contract CPA fell 31% at the same time.
Offers turning into contracts improved 53%, proving that the new volume was the right kind of volume.
Capabilities demonstrated
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A personal point of view
What I’m seeing, testing and learning in PPC right now.
I’m John Iliopoulos, a PPC and growth marketer with over 10 years in the industry. PPC Supreme is where I share my take on what’s changing, experiments I’m running, things that genuinely work and the lessons behind the results.
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