PPC case study: Generali France saves €100K and boosts SEO traffic by 26%

Generali France partnered with Adthena to optimize brand spend, protect visibility, and reinvest savings into high-growth areas. By activating Brand Activator, and leveraging tools like Auto Takedown and Market Trends, Generali saved €100K of paid search budget while boosting traffic by 26% and improving lead conversions by 8% in the first year.

Generali France faced growing complexity in its search strategy, balancing paid and organic performance while protecting its brand. Pausing brand campaigns to prioritize non-brand growth was a manual, cautious process, making it difficult to maintain synergy between SEO and PPC without risking visibility.

Brand protection added another layer of complexity, with competitors bidding on Generali-branded terms and partners occasionally overstepping guidelines. Monitoring and managing these infringements manually was time-consuming and inconsistent.

Tests on brand keywords often lacked clear results, making it hard to evaluate where spend could be reduced or reallocated effectively. Generali needed a way to confidently pause or adjust campaigns without jeopardizing performance, ensure competitors and partners were held accountable, and unlock reliable insights to reinvest savings into off-brand campaigns that would deliver real growth.

Generali France partnered with Adthena to bring automation, protection, and actionable insights to its paid and organic search strategy. Brand Activator was deployed across core brand keywords, enabling the team to safely pause brand campaigns and free up budget for higher-impact generic growth.

The savings were reinvested into generic campaigns, with Adthena’s Market Trends and Share of Voice insights highlighting where investment could drive the most growth, and where existing positions allowed for cost reduction without losing visibility.

Beyond Brand Activator, Generali leveraged Auto Takedown to automatically flag and report trademark infringements from competitors instantly, Infringement Tracker to monitor brand bidding, and Ask Arlo for quick, GenAI answers on campaign optimization.

Implementation was fast, with training and activation completed in weeks. Early results were seen almost immediately, with improved efficiency, stronger brand protection, and reinvested growth fueling performance gains.