Google Ads

How Performance Optimisation in SEA Airline Google Ads Unlocks Budget Efficiency

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.

Scaling a Multi-Brand Clinic Corporation: A Strategy for Consolidation and Growth

Managing a corporation with over 10 clinical brands across overlapping locations presents a unique set of challenges. Without a unified strategy, brands often cannibalize each other’s traffic, dilute their value propositions, and lose potential appointments to external competitors. To overcome these hurdles and drive sustainable growth, I implemented a

The Growth Marketing Playbook: A Blueprint for Sustainable Scale

Growth marketing is not a collection of isolated tasks; it is a discipline of rigorous, repeatable, and test-driven cycles. To transition your brand into a high-performance growth engine, you must move beyond reactive management and adopt this structured, playbook-style approach. Phase 1: Structural Alignment Growth fails when

Elevating E-Commerce: A Guide to Product Feed Best Practices

Optimising your product feed is one of the most effective ways to boost the performance of your retail media and e-commerce campaigns. Because your feed acts as the bridge between your store and advertising platforms, a weak foundation in your data will inevitably lead to poor ad performance. 1.

Beyond the Transaction: Integrating Retail Media into Your Growth Marketing Strategy

Retail media has officially transitioned from a "nice-to-have" experiment to a cornerstone of modern growth marketing. As the market enters a "reset year", by larger budgets and more rigorous demands for performance, marketers must stop viewing retail media as a siloed trade budget and