SuperVista AG, operating under the brand Occhiali24.it, is a leading online retailer of prescription glasses, sunglasses, and contact lenses in Italy. The company aimed to increase its market share and drive higher-quality leads through paid advertising campaigns. With a substantial 6-digit budget, the goal was to maximize ROI while improving lead generation efficiency.

Before the campaign optimization, Occhiali24.it faced the following challenges:

Stagnant Lead Growth: Lead generation was plateauing, with minimal month-over-month growth.

High Cost Per Lead (CPL): The cost of acquiring leads was higher than desired, impacting overall profitability.

Underperforming Campaigns: Existing Performance Max (Pmax) campaigns were not fully optimized for audience targeting or creative relevance.

Audience Segmentation:

Leveraged first-party data to identify high-value customer segments.

Created custom audiences based on demographics, purchase behavior, and browsing history.

Tailored Pmax campaigns to align with the preferences of each audience segment.

Creative Optimization:

Developed a variety of ad creatives, including dynamic product ads, carousel ads, and video ads.

Tested and iterated on creatives to identify top-performing assets.

Ensured ad messaging resonated with the Italian market, emphasizing local preferences and cultural nuances.

Performance Max Campaign Optimization:

Utilized Google’s Pmax campaigns to automate bidding and targeting while maintaining control over audience and creative inputs.

Focused on high-converting products and services to maximize ROI.

Continuously monitored and adjusted campaigns based on real-time performance data.

Allocated budget strategically across high-performing campaigns and audiences.

Reduced spend on underperforming segments and reinvested in areas with the highest ROI.

Within just two months of implementing the optimized strategy, Occhiali24.it achieved significant improvements:

23% Increase in Leads: The number of leads generated grew by 23%, demonstrating the effectiveness of the audience and creative optimizations.

3% Reduction in CPL: The cost per lead decreased by 3%, improving the overall efficiency of the advertising spend.

Enhanced Campaign Performance: Pmax campaigns delivered higher engagement and conversion rates, thanks to better audience targeting and creative relevance.

Audience-Centric Approach: By focusing on the right audience segments, the campaigns were able to deliver more relevant ads, driving higher engagement and conversions.

Creative Excellence: Testing and optimizing ad creatives ensured that the messaging resonated with the target audience, leading to improved performance.

Data-Driven Optimization: Continuous monitoring and adjustment of campaigns based on real-time data allowed for agile decision-making and maximized ROI.

The success of Occhiali24.it’s paid advertising campaigns in the Italian market highlights the importance of audience segmentation, creative optimization, and data-driven decision-making. By leveraging these strategies and collaborating with Smarketer.de, SuperVista AG was able to achieve a 23% increase in leads and a 3% reduction in CPL within just two months, setting a strong foundation for future growth.