Improving Paid Search Performance across 4 Markets for Allurion

Challenge

Allurion, an innovative gastric balloon provider, had seen success with paid search ads before seeing significant decline throughout 2021 across their 4 key markets – UK, France, Spain and Italy.
Smithfield took over all accounts in November 2021 with the goal of bringing CPLs back to previous levels, whilst scaling spend to meet business lead volume goals.

Planning

• Smithfield implemented new campaign structures across all accounts, segmenting keywords by brand/generic and by match type to maximise efficiency and reduce wastage.
• More accurate conversion tracking was implemented and manual bidding was utilised initially to control CPCs.
• After accumulating enough conversion data, we implemented automated bidding.

Performance

Within the first 5 months after taking over the accounts, CPLs for all accounts had either reached or improved on previous levels, while spends had increased by over 100% in all accounts, dramatically increasing lead volumes.