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# How Performance Optimisation in SEA Airline Google Ads Unlocks Budget Efficiency
- URL: https://www.osafuture.com/how-performance-optimisation-in-sea-airline-google-ads-unlocks-budget-efficiency/
- Published: 2026-07-02T02:18:47.000Z
- Updated: 2026-07-02T02:19:25.000Z
- Author: DL
- Tags: Google Ads, Airline

Working across 11 SEA markets for a major airline, the goal was clear: drive more bookings while maintaining strong ROAS efficiency.

The complexity was in how performance was being constrained by legacy budget allocation, particularly within brand search.

### Challenge

Brand campaigns were heavily prioritised across markets.

High spend. High CPC expectations. And a strong focus on maintaining impression share at all costs.

The result was limited flexibility in reallocating budget toward incremental growth opportunities.

We needed to test a core assumption:  
Does high brand visibility actually require high spend?

### Approach

We re-architected how brand search was managed across markets, focusing on auction efficiency.

Key shifts included:

- Tightening bid and query-level efficiency across branded traffic. Do not overbid.
- Testing the relationship between impression share and conversion impact.
- Testing the relationship between impression share and CPC bids.
- Improving CPC efficiency by going down to basics. Looking at ad ranks.

The objective was not to reduce presence, but to decouple presence from inflated cost structures.

### Results

We reduced brand CPC from dollars down to cents.

Despite this, we maintained \~70% impression share across branded terms.

This unlocked approximately \~50% of previously allocated brand budget. Previously, millions were spent on Brands a month across all markets.

Rather than removing investment, we reallocated it into higher-performing non-brand and incremental growth areas.

The outcome was a stronger overall ROAS profile driven by more efficient capital deployment across the funnel.

### Takeaway

Brand search doesn’t need to be over-funded to be effective.

When managed properly, it becomes an efficiency lever.