Driving efficiency and revenue with Search Ads 360

Santoni is a luxury footwear brand renowned for its excellence in Italian craftsmanship and the elegance of its creations.

Client

Santoni
Sector

Fashion Luxury
Area of expertise

Marketing & Media

1. Goal

The goal behind implementing Search Ads 360 was to lower performance channel costs to maximize investment efficiency, thanks to the advanced machine learning driven by Google’s bidding strategies.

Therefore, the key objectives for the Search and Performance Max channels were:

Expand SERP coverage: Increase impressions to boost visibility across both brand and selected non-brand searches.
Lower Cost-Per-Click (CPC): Optimize spending on qualified, conversion-ready traffic to maximize budget efficiency.
Scale strategically: Evaluate potential budget increases for the channels once these efficiencies were unlocked.

2. Approach

Following the initial setup of Search Ads 360, we evaluated the performance of our Search and Performance Max campaigns. Once sufficient data was gathered, we implemented advanced bidding strategies tailored to each campaign to achieve maximum efficiency. Specifically, we transitioned the conversion tracking from Google Ads to Floodlight and applied a dedicated SA360 bidding strategy to each individual campaign.

Performance evaluations remain ongoing to ensure timely adjustments and the continuous adoption of the most effective solutions.

3. Results

Thanks to the tool’s advanced bidding strategies, we reduced CPC by 57% in the 60 days following the SA360 implementation compared to the previous year. Driven by this increased efficiency, we made the strategic decision to also scale up our investment in performance channels.
Despite a +25% increase in investment YoY, channel efficiency further improved, delivering a +4% increase in ROAS and a +31% growth in Revenue compared to the previous year.

Additionally, the specific integration of AI Max into Search campaigns delivered a decisive contribution: by expanding coverage across user search queries and capturing new purchase intents, it generated a 33% increase in impressions on AI Max search terms alongside a +20% improvement in CTR.

CPC: -57% vs previous year
Revenue: + 31% vs previous year
Impression: +113% vs previous year
Impression from AI Max query: +33%
CTR (Search campaign with AI Max): +20%