How REBEL used broad match and Google's algorithm, kept on a tight data leash, to grow Pax8's conversions by 163% while cutting cost per acquisition by more than half.
Pax8 is the world's leading marketplace for cloud solutions: a born-in-the-cloud platform that modernises the channel's cloud journey with consolidated billing, automated provisioning and industry-leading PSA integrations.
The brief was to maximise Pax8's online presence and attract a broader audience to its offerings, while improving the efficiency of every pound of advertising spend.
The need for greater reach and a wider search pool was clear. The harder question was identifying which search queries were actually likely to convert, and optimising the campaign around them.
Broad match promised that reach, but carried risk: without careful control it spends budget on queries that will never convert. Understanding its impact, and making it work for a considered B2B audience, was the crux of the challenge.
We strategically incorporated broad match keywords, harnessing Google's algorithm to identify valuable search queries, then monitored and adjusted relentlessly on performance data so the algorithm refined its focus toward genuine converters. Data-driven decisions, continuous optimisation.
Broad match deployed deliberately, opening reach into search queries that exact-match structures never see.
Google's algorithm given room to find converters, with performance reviewed constantly so it never wandered off target.
Guide downloads as the conversion spine, targeting users with genuine intent rather than vanity clicks.
We'd strongly recommend REBEL to any business that wants not just a capable agency, but a team of genuinely good people to grow alongside.
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