+46.17%
increase in ROAS, showing stronger return from Google Ads activity
A1 Serbia Uses AI Max for Search to Increase ROAS by 46.17%
About A1 Serbia
A1 Serbia is one of the largest mobile and broadband operators in Serbia, providing telecommunications and digital services to millions of users across the country. The company focuses on delivering a reliable, high-speed network and innovative digital solutions for both individual and business customers. Through its services, A1 Serbia aims to enable a fully connected and modern lifestyle, helping users stay connected through mobile, broadband, and advanced digital solutions.
In addition to its core telecommunications services, A1 Serbia frequently offers attractive device deals, tailored tariff plans, and advanced ICT services. The brand also provides special benefits and rewards for its customers, strengthening its position as a customer-focused operator in a highly competitive telecommunications market.
Challenge
Challenge
A1 Serbia needed to manage a complex Search campaign structure across multiple popular mobile phone models. Each model required specific ad groups, search terms, tailored ad communication, and dedicated landing pages, making it challenging to maintain relevance at scale.
The goal was to connect high-intent branded searches, such as “A1” and mobile phone model terms, with broader non-branded searches. A1 Serbia wanted to capture purchase intent more precisely and drive a higher volume of device purchases as the primary conversion goal.
Key Objectives:
- Manage a complex Search campaign structure across multiple mobile phone models.
- Improve relevance between search terms, ads, and landing pages.
- Cover both branded and non-branded high-intent searches.
- Capture user intent more precisely.
- Increase device purchases as the primary conversion goal.
Complex Search campaign structure
Need for higher user relevancy
Room to scale device purchases through better intent capture
Strategy
The Approach
To improve performance within a complex Search setup, A1 Serbia, with support from Coob Ads and Publicis Groupe, focused on capturing high-intent demand more precisely across both branded and non-branded searches. The campaign activated AI Max for Search features designed to better connect each query with the right ad message, landing page, and bidding strategy.
- Full AI Max for Search implementation: Advanced search term matching helped capture relevant high-intent queries across branded and non-branded searches.
- Final URL expansion: Users were automatically directed to the most relevant iPhone model landing page based on their search query.
- Automated text customization: Ad copy was adapted to the specific iPhone model each user searched for, improving ad relevance.
- Smart Bidding with Value-Based Bidding: Maximize Conversion Value was used to optimize toward higher conversion value and scale performance more efficiently.
Success
The Results
Compared with Q1 2026, A1 Serbia’s AI Max for Search implementation delivered strong performance growth in Q2 2026, improving both efficiency and revenue impact. The campaign demonstrated how AI-driven Search automation, supported by a strong data foundation, can capture high-intent demand more effectively in a competitive telecommunications market.
By combining advanced search term matching, final URL expansion, automated text customization, and Value-Based Bidding, A1 Serbia improved relevance across the user journey while increasing conversion value and traffic cost efficiency.
+18.26%
increase in Conversion Value, showing higher revenue impact
-12.81%
decrease in CPC, showing improved traffic efficiency and lower click costs
“At A1 Serbia, our Digital & Performance Marketing team, working closely with our strategic partner Coob Ads and supported by agency partner Publicis Groupe, successfully transformed the way we capture and convert high-intent demand by unlocking the full potential of AI Max for Search. By automating search term matching and landing page delivery, we significantly increased our ability to respond to user intent in real time, ensuring greater relevance throughout the customer journey. This approach allowed us to scale performance more efficiently, drive a substantial double-digit increase in conversion value and ROAS, and optimize our acquisition costs at the same time. The collaboration between our in-house team, Coob Ads, and Publicis Groupe enabled us to combine strategic expertise, advanced technology, and operational excellence to deliver measurable business impact and a more efficient path to conversion.”
Ana Penjović
Senior Performance Management Expert for Digital Communications
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