IMERO e-label: −60 % CPC y +307 % registros a través de una reconstrucción de Google Ads

The starting point: an account optimising for the wrong thing

When we took over the account, the inefficiencies were familiar but expensive. An unstructured set-up. Unclear campaign objectives. Incomplete keyword research. A bid strategy chasing cost-per-click rather than conversion. The platform was doing what the platform was told to do — deliver cheap clicks — not what the business actually needed, which was qualified sign-ups for a niche SaaS tool. Our goal: restructure the account, lift ad relevance, and put a data-led bid strategy in place to maximise e-label sign-ups.

The mechanic: a data-led Google Ads strategy

Five strands of work, run in parallel, audited weekly.

• Google Search prioritised. We led with Search to capture businesses actively looking for digital labelling solutions. Campaigns segmented by core offer and audience, so budget flowed toward the segments where conversion economics actually worked.
• Ad relevance and audience targeting rebuilt. Ad copy rewritten to speak to IMERO’s actual buyer — producers facing the new EU requirement — with messaging matched to search intent. Keyword strategy refined, ads aligned with landing pages, Quality Scores up, costs down.
• Smart Bidding (Target CPA). Moved off CPC bidding and onto Target CPA so the platform optimised for high-quality leads at the right cost. Search-term reviews weekly to make sure budget went to genuinely relevant queries, not the platform’s usual creative interpretation of them.
• Display and YouTube expansion. Added Display and YouTube to the mix — not for vanity reach, but to meet potential buyers at the awareness and consideration stages of a buying decision they’d only just begun. The result was measurable lift in engagement and conversions further down funnel.
• Continuous optimisation. Bids tuned weekly. Winning keyword sets expanded, losing ones killed. Landing pages iterated. The boring, compounding work that turns a quarterly campaign into an annual programme.

Retargeting and ad extensions for visibility

Most visitors don’t convert on the first session — particularly when the product is solving a regulation they’ve only just started reading about. We launched retargeting campaigns for visitors who’d touched the site but not converted, and added sitelinks and callout extensions to give more context in the SERP and lift click-through rate.

Landing pages built to convert

Landing pages were rebuilt for a seamless user experience: mobile-first layout, clear CTAs, compelling offers tied to the visitor’s reason for being there. The lift in conversion rate from this layer alone meant every other optimisation downstream worked harder.

The result: cheaper clicks, more sign-ups, a category footprint

• −59.95% average CPC — same bids, smarter platform signals.
• +306.75% sign-ups to the e-label tool YoY.
• −62.19% cost per conversion — the lever every CFO actually cares about.
• ~22% click-through rate on Search campaigns — well above category benchmarks.
• 11 languages running in parallel, mirroring IMERO’s European market footprint.
• 79% Search impression share — near-dominant visibility in the queries that mattered.