Uncovering Hidden ROI

Real performance insights that challenge conventional wisdom.

ROAS under the microscope

How smart bidding algorithms can hide €249K in annual waste

€20,769
Monthly Savings
24.4%
Cost Reduction
€249K
Annual Savings

Smart bidding promised efficiency, but what happens when algorithms miss the human patterns? This B2B SaaS case reveals how temporal optimization exposed €20K monthly in hidden waste— without touching conversion volume.

🔬 Methodology & Approach

18-month deep dive analyzing hourly CPC patterns across Google Ads campaigns for an enterprise CRM platform. Key focus on temporal inefficiencies that smart bidding algorithms failed to catch.

  • Analyzed 75 high-cost instances during weekends/holidays
  • Tracked 1,247 conversions during premium CPC periods
  • Chi-square testing confirmed statistical significance (p<0.001)
  • Preserved algorithm learning through strategic 40% bid reduction vs. complete exclusion

🎯 Key Findings

The Hidden Pattern: Weekend/holiday CPC spiked to €203 (vs €27.50 average) with 60% lower conversion rates—but smart bidding kept bidding aggressively.

  • Smart bidding ignored B2B buying behavior (no decision-makers online)
  • Off-hours bidding premium of 30% delivered minimal value
  • Algorithm learning preserved while cutting waste by 35%
  • ROAS improved from 6.0 to 8.4 (+40% improvement)

💰 Business Impact

Immediate Results: 24.4% cost reduction without losing a single conversion.

  • €85,000 monthly ad spend optimized
  • €20,769 monthly savings identified and captured
  • €20K/month reinvestment opportunity into high-performing segments
  • Quality Score remained stable (7.2-8.1 range)
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Adjusting for ROAS across platforms

Turning platform intelligence into €492K annual revenue lift

€492K
Annual Revenue Lift
41%
ROAS Improvement
35%
CPA Alignment

Why accept platform silos when you can leverage cross-platform intelligence? This premium fashion brand discovered how Google's bidding insights could unlock hidden value on The Trade Desk—turning similar audiences into superior results.

🔬 Methodology & Approach

12-month analysis comparing Google Ads and The Trade Desk performance on premium fashion inventory. Focus on audience intelligence transfer and inventory optimization.

  • 78% cross-platform user ID matching achieved
  • 82% audience demographic similarity validated
  • 60-day holdout test on 30% of €120K monthly budget
  • Server-side tracking with unified attribution via GA4

🎯 Key Findings

The Gap Revealed: Similar inventory, similar audiences—but 34% performance difference. The Trade Desk was underperforming due to bidding blind spots.

  • Platform-specific smart bidding created artificial performance gaps
  • Premium inventory showed highest optimization potential
  • Cross-platform audience intelligence enabled dramatic improvements
  • Unified attribution revealed hidden €500K+ opportunities

💰 Business Impact

Portfolio Transformation: Elevated The Trade Desk from underperformer to strategic asset.

  • Trade Desk ROAS: 4.1 → 5.8 (+41% improvement)
  • €41,000 monthly revenue increase on same spend
  • Combined portfolio ROAS improved across €120K budget
  • Google performance maintained while expanding reach
View Full Analysis

Methodology Behind Results

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