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Seat 1 · Agency · GOMO Group, for Sendify

Designing for how paid users actually behave

Google Ads Analyst, GOMO GroupAbout 6 months, 2019–20 · Sweden, Norway, Denmark3 min read
+150%monthly spend, within the cost ceiling
5.7%under the cost-per-booking ceiling in the best month
#1spending account at GOMO
02 · The situation

Rising costs had put the budget under review

ClientSendify, a Swedish B2B shipping platform, now one of Sweden’s largest logistics companies
My roleGoogle Ads Analyst, GOMO Group
MarketsSweden, Norway and Denmark
ConstraintA hard ceiling on cost per new booking

Sendify sold shipping to businesses and private senders online. Cost per booking kept rising, and the client’s view was that paid search had simply become too expensive.

Finding 1The channel wasn’t the problem

High-intent search traffic was being sent to a generic homepage, and booking meant entering package dimensions, weights, pickup and delivery details.

Finding 2Paid visitors behaved differently

Organic visitors had already researched the service and tolerated the form. Paid visitors clicked in a moment of intent and abandoned at the final step, after investing time in it.

03 · The call

Cost per booking keeps rising, and the client thinks search is too expensive. What do you do?

Make your call to see mine.

04 · What I built

A page built for how paid users behave

Step 1 · Before

Paid and organic shared one path

High-intent clicks landed on the homepage and faced a long form: package dimensions, weights, pickup and delivery. Paid visitors quit at the last step.

Step 2 · Restructure

Intent clusters and Target CPA

I rebuilt the account around high-intent keyword clusters, replaced demographic targeting with in-market and custom-intent audiences, and moved bidding from manual CPC to Target CPA at the ceiling.

Step 3 · Paid-only page

Bundles, minimum fields, no-index

Pre-bundled shipment options matched the most common searches, the form shrank to the minimum, navigation came out, and only paid traffic ever saw the page.

Step 4 · Scaling

Budget up in gated steps

Budget rose in fixed steps, each gated by a cost check after seven days, with underperformers paused automatically.

Exhibit · step 1 of 4
Organic and paid visitors sharing one long booking path, then a paid-only page with bundles and fewer fields, then budget stepped up behind seven-day cost checks organic Organic visit Homepage Full booking form Booked paid Paid clickIntent click HomepagePaid page Full booking formBundles, few fields Abandon Booked keyword clusters · in-market audiencesTarget CPA at the cost ceiling no-index page: the organic flow is untouched monthly spend, stepped up each step gated by a 7-day cost check · spend +150%
Now showingPaid and organic shared one path
05 · What happened

From a budget under review to the agency’s biggest account

+150%monthly spend, staying within the cost ceiling
5.7%under target cost per booking in the best month
#1spending account at GOMO
  • Cost per booking held at or below the ceiling every month.
  • Budget rose only in fixed steps that passed a seven-day cost check.
  • The organic booking flow was never touched.
06 · What I'd change

I’d localize per market

Norway and Denmark ran on page logic built for Sweden. Shipment bundles and copy tailored to each market’s common routes and language would likely have converted better.

Constraints aren’t blockers; they define the design. Here the limit was not changing the main site, and it led to the answer.

Turnaround · B2B · Logistics · Nordics · Google Ads · Landing page strategy, CRO

Hiring for a role like this?astitvasawhney@gmail.comMore ways to reach me