+33%
increase in total conversions
Strategic Power Pack Expansion: How Demand Gen Lowered Optiimax’s Account-Level CPL by 23%
About the Brand Optiimax
Optiimax is a leading Slovenian cost optimization company dedicated to helping businesses and individual consumers navigate the complex landscape of telecommunications. By systematically analyzing massive amounts of real-time market data, Optiimax uncovers hidden inefficiencies and consolidates the most favorable, tailor-made telco offers available. Their mission is simple yet powerful: ensuring clients never overpay for their digital connectivity.
Challenge
The Challenge
Optimax had effectively maximized conversion volume within high-intent Search networks and Performance Max campaigns, encountering volume saturation within active acquisition channels. Scaling budgets within this legacy framework (Search + PMax) yielded diminishing returns, audience saturation, and inflated acquisition costs.
Because telecommunications cost optimization is generally a non-proactive sector, capturing passive, latent demand among both businesses and individuals was required to unlock the next phase of growth. This demanded a pivot from tactical daily optimization to a complete structural evolution by introducing a new Demand Gen layer.
Key Objectives:
- Scale Lead Volume: Achieve a 6 % more conversions for invested dollar (based on google’s research)in qualified B2B/B2C leads.
- Reducing Acquisition Costs (CPA): Reduce the existing Cost Per Acquisition (CPA) and improve overall advertising ROI during the scaling phase.
- Maintain Quality: Ensure the Lead-to-Conversion rate remained stable, proving the new traffic delivered high-value prospects.
- Seamless Integration: Deploy Demand Gen as a supportive layer that feeds data into the ecosystem without disrupting performance.
Saturation of active search channels
Market passivity and latent demand
Diminishing returns on increased spend
Strategy
The Approach
To overcome search volume saturation during 2 months, Coob Ads provided the strategic roadmap for 2digital to transition Optiimax’s digital framework into a sophisticated Power Pack ecosystem. By introducing Google Demand Gen campaigns, the strategy shifted shifted from exclusively capturing existing intent to actively shaping and incremental customer demand across YouTube (including Shorts and In-Stream), Google Discover, and Gmail.
Rather than relying strictly on automated algorithm discovery, the implementation involved directing Google’s AI engine through precise technical data signals and strategic creative guardrails:
- Intent-Based Targeting & Optimized Outreach: To capture users actively considering a provider switch, the strategy moved beyond strictly defined keywords, utilizing a combination of broad targeting and Google’s engaged audiences. This algorithmic audience capture was further enhanced by Optimized targeting, which used the manually selected segments (competitor brands and high-intent queries like “najcenejši naročniški paket”) as an informed starting point. Based on real-time conversion data, the algorithm then autonomously expanded to identify and target additional users most likely to convert.
- Format Performance Analysis: The testing phase integrated shorter user-generated content (UGC) videos alongside a one-minute animated video that clearly communicated potential savings. Data revealed that the latter heavily outperformed UGC shorter videos in both conversion volume and overall campaign performance.
- Filtering Before the Click: By addressing the pain point immediately (“How much do you pay for internet? What if you could pay less?”), users with low intent skipped the ad. Those who watched and clicked were already pre-qualified by the video content. This operational choice by 2digital drastically reduced low-quality form submissions and ensured that only highly motivated prospects entered the conversion funnel.
Tools & Technologies
Success
The Results
During the exact analysis period between September and November, amidst a highly saturated peak season, Optiimax achieved significant growth in lead volume while simultaneously driving down costs, proving the synergistic value of the Power Pack strategy.
Crucially, the Demand Gen campaign confirmed its role as a powerful demand generator; the influx of top-of-funnel interest directly boosted the efficiency of Search campaigns, allowing Optiimax to scale their business goals with unprecedented cost-effectiveness.
-23%
reduction in overall Cost Per Lead (CPL)
-16%
decrease in CPL for Search campaigns specifically
+2%
marginal increase in total cost
"Google's Power Pack has proven to be an effective solution for achieving excellent results across multiple advertising channels simultaneously. However, the expert support from the Coob Ads team was crucial for its proper setup, optimization, and maximizing its full potential. With their knowledge, responsiveness, and concrete suggestions, they helped us improve campaign efficiency and increase the number of high-quality leads. We would highly recommend their support to anyone looking to get more out of their Google advertising."
Jan Orlovič
CEO of 2digital agency
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