Online fashion retailer Roman needed to improve paid search efficiency without compromising revenue. With guidance from digital agency partner Circus PPC, they turned to Adthena’s Brand Activator to reduce wasted brand spend, safeguard performance during key sales peaks, and unlock smarter reinvestment opportunities. The result? Over £425K in savings and a return on ad spend of 15X.
Main Challenges
Roman was investing a significant portion of its total marketing budget into brand terms, but clarity was needed on whether those clicks were driving incremental value or simply capturing organic traffic that would have converted regardless.
Despite being able to see data on new and returning customers, brand campaign spend was difficult to track, particularly when ads were being pushed down the SERP by organic listings. Roman needed a platform that could provide accurate visibility into this data and justify investment.
Meanwhile, protecting brand term bidding and presence on the SERP had become non-negotiable. Under pressure to improve ROI and reduce wasted spend, Roman needed a new approach that could automatically protect their brand, highlight inefficiencies, and help shift their strategy from reactive defense to proactive performance optimization.
