Paperlike's 16.85% Google CPA Reduction: How Targeting Non-Branded Keywords Led to Higher Profits
The Challenge
After the iOS14 update, Paperlike, a tech brand that creates accessories for iPad users, was facing a significant issue: the cost per acquisition (CPA) on Facebook and Google Ads was climbing month after month. Despite their existing success, their marketing efficiency was dropping, and the increasing costs were unsustainable.
Upon diving into their advertising accounts, we uncovered some key challenges. First, there was a lack of testing with new creative formats, like user-generated content (UGC) and fresh ad creatives. Additionally, their audience testing was limited, and they hadn’t yet optimized their Google Ads strategy to target non-branded keywords. All of these factors were contributing to the rising CPA.
Our Strategy
To address these challenges, we implemented a comprehensive strategy:
- Incremental Improvements & Rapid Testing:
- Continuously tested and refined ad creatives and copy to identify high-performing combinations.
- Audience Segmentation:
- Developed targeted audience segments to improve relevance and engagement.
- Platform-Specific Optimization:
- Tailored strategies for Facebook and Google Ads to leverage each platform’s strengths.
- Dynamic Remarketing:
- Implemented dynamic remarketing campaigns to re-engage potential customers.
- Landing Page Enhancements:
- Optimized landing pages to improve conversion rates.
The Results
Our strategy led to significant improvements:
Facebook Ads
CPA Reduction: Decreased from €21.63 in May to €14.45 by October 2021—a 33.19% drop.
Sustained Performance: Maintained the lower CPA through January 2022.
Google Ads
CPA Reduction: Lowered from €6.21 to €5.16—a 16.85% decrease.
ROAS Improvement: Increased from 5.96x to 7.11x—a 19.35% boost.
Client Testimonial
“We brought in Rozee Digital to get some fresh eyes to help manage our Facebook Ads account post iOS14. Through incremental improvements and rapid testing, Tom Rozee and his team managed to get our CPAs down from €21.63 in May to €14.45 in October 2021. With that success in their belt, we asked them to improve our Google Ads account as well and are already seeing great success. Tom and the team are not just an anonymous agency but are actually interested in our success. We enjoy working with them a lot.”
Sebastian Geis
Co-Founder, Paperlike