How Auro Domus Achieved a 5x Organic Search Growth and Scaled Brand Intent with a Full-Funnel Video Strategy

The Challenge

Auro Domus faced a two-fold challenge: a structural capacity limit in search demand and external macroeconomic noise. Traditional Search campaigns were restricted to capturing existing demand, capped by the overall volume of organic category queries. At the same time, top-line sales and margins in the precious metals industry fluctuate heavily based on global gold spot prices rather than ad performance alone.

Evaluating marketing success purely on sales created a noisy metric heavily influenced by commodity pricing, while relying solely on bottom-funnel Search limited long-term brand expansion. To build measurable growth, the team set four core objectives:

• Isolate Marketing Impact: Shift primary focus to Brand Equity and Search Intent – metrics directly built and controlled by marketing – to eliminate macroeconomic price noise.
• Proactive Demand Generation: Transition from reactive search capture to proactive demand generation across upper-funnel channels.
• Accelerate Search Growth: Drive brand search volume growth to outpace general category expansion.
• Scientific Causal Proof: Scientifically prove the direct causal link between video ad exposure and incremental Google search activity.