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The client is a leading company within the iGaming and online gambling industry. They operate in a highly competitive digital landscape where capturing user intent through search engines is critical for acquiring new players and maintaining market leadership.
The company faced the challenge of managing a vast and complex account with thousands of potential search combinations. They needed to improve their Cost Per Acquisition (CPA) by delivering hyper-personalized ads to users in real-time. The goal was to move away from generic messaging and ensure that every search query was met with a specific, relevant ad that reflected their current betting offers and services.
The strategy focused on the implementation of ad-machina, a specialized tool designed to scale and automate Google Ads campaigns. By using natural language generation, the platform created thousands of tailored ads that automatically adapted to the user’s specific search intent. This hyper-personalization was combined with a restructuring of the account to allow for more granular bidding, ensuring that the most relevant ads were shown to the most valuable potential players.
We ran an A/B test over 2 months, comparing ad-machina campaigns against non-ad-machina campaigns. ad-machina delivered significant improvement across the entire customer journey.
