PPC Case Study: Capital on Tap doubles PMax conversions and cuts CPL by 37%

Over the past year, Capital on Tap’s usage of Adthena has improved efficiency, reduced wasted spend, and strengthened competitive insights. Automated tracking replaced manual research, while negative keyword strategies cut inefficiencies. Real-time alerts flagged brand infringements, and market intelligence enabled smarter forecasting, competitor response, and ad testing.

These improvements supported more agile, data-driven decisions across paid search while protecting brand integrity.

The Capital on Tap team faced increasing competition in the digital advertising space, particularly within the SERP landscape. They needed to:

• Monitor and adapt to shifts in competitor activity, keyword strategies, and budget fluctuations.
• Understand the impact of reduced impression share and increased competition on cost-per-acquisition (CPA) and cost-per-click (CPC) metrics.
• Identify new keyword opportunities tied to upcoming product launches.
• Detect and act swiftly on unauthorised brand usage and trademark infringements in search ads.
• Run performance tests on ad copy and keyword segmentation with limited impact on broader campaigns.

By leveraging Adthena, the team was able to:

Track competitor behaviour: Forecasted monthly budgets, monitored changes in keyword usage and ad copy, and identified new entrants in the SERP.

Performance insight: Pinpointed how reduced impression availability and heightened competitor activity drove CPA increases. Recognised that elevated YoY CPCs were largely due to market saturation, guiding future spend and CPA discussions.

Keyword mining: Uncovered search demand for emerging products to inform marketing strategy.

Trademark monitoring: Used Adthena’s infringement tracker to identify and act on unauthorised use of brand terms, enabling one-click takedowns.

Test and learn approach: Made structural adjustments to align with new content initiatives; impact was limited over an extended period.