Cases
CPC drop by 30% and CTR increase of 76%
Cost reduction with a greater presence in the advertising auction
About the Company
Útil em Casa is a decoration brand that transforms environments with warmth and beauty. Specialists in rugs, blankets, cushions and now also table items, they bring affective curation with pieces that embrace and embellish everyday life. All with quality, humanized service and great care in every detail.
outlay
When starting the partnership with Branddi, Útil em Casa faced a growing problem of misuse of the brand by competitors in paid Google Ads campaigns. Several advertisers were paying to appear in searches with terms directly linked to the company's name, a practice known as brand bidding, with the objective of intercepting the consumer's search intent at the exact moment they were looking for Útil em Casa. This resulted in artificial competition for brand traffic itself, inflating costs per click and hampering the overall performance of the campaigns.
Even when the user entered the exact name of the company, third-party advertisements occupied prominent positions, diverting clicks, compromising brand recognition and significantly raising the acquisition cost. The situation affected not only media results, but also Útil em Casa's digital authority, which began to compete for space with companies that benefited from its reputation. The challenge was urgent and strategic: to regain control over proprietary terms, to overthrow the interference of aggressors, and to re-establish a fair and efficient media landscape.
Implemented Solution
Branddi kicked off the project with a thorough analysis of the brand's auction environment in Google Ads, identifying the main domains that acted opportunistically by using the name “useful at home” in their campaigns. The diagnosis confirmed the existence of an aggressive brand bidding scenario, with the recurrence of relevant players and a significant volume of events that jeopardized the delivery of the company's own advertisements. The strategy was designed with a total focus on neutralizing these threats and restoring brand authority in the paid media environment.
Combined notification, continuous monitoring and technical support actions were initiated, aimed at the progressive removal of the aggressors and the stabilization of the search environment. In parallel, the Branddi team acted on the tactical reconfiguration of Google Ads campaigns, with bid adjustments, account structure, and creatives to ensure greater assertiveness and resumption of performance. The action was guided by data, with weekly monitoring of CPC metrics, CTR and impressions in privileged positions, always based on the Branddi Score, a metric developed by Branddi that reflects the brand's degree of shielding over time.
Within a few weeks, the effects began to show. The main competitors ceased or drastically reduced their actions, which brought immediate relief in costs per click. The click-through rate, in turn, reacted positively, signaling greater compatibility between search intent and the display of own ads. The visibility of the brand at the top of the sponsored results has once again been consolidated as a standard, without depending on artificial increases in investment. Branddi's work allowed Útil em Casa to regain control over its digital territory with intelligence, agility and concrete results.
About the Company
Útil em Casa is a decoration brand that transforms environments with warmth and beauty. Specialists in rugs, blankets, cushions and now also table items, they bring affective curation with pieces that embrace and embellish everyday life. All with quality, humanized service and great care in every detail.
outlay
When starting the partnership with Branddi, Útil em Casa faced a growing problem of misuse of the brand by competitors in paid Google Ads campaigns. Several advertisers were paying to appear in searches with terms directly linked to the company's name, a practice known as brand bidding, with the objective of intercepting the consumer's search intent at the exact moment they were looking for Útil em Casa. This resulted in artificial competition for brand traffic itself, inflating costs per click and hampering the overall performance of the campaigns.
Even when the user entered the exact name of the company, third-party advertisements occupied prominent positions, diverting clicks, compromising brand recognition and significantly raising the acquisition cost. The situation affected not only media results, but also Útil em Casa's digital authority, which began to compete for space with companies that benefited from its reputation. The challenge was urgent and strategic: to regain control over proprietary terms, to overthrow the interference of aggressors, and to re-establish a fair and efficient media landscape.
Implemented Solution
Branddi kicked off the project with a thorough analysis of the brand's auction environment in Google Ads, identifying the main domains that acted opportunistically by using the name “useful at home” in their campaigns. The diagnosis confirmed the existence of an aggressive brand bidding scenario, with the recurrence of relevant players and a significant volume of events that jeopardized the delivery of the company's own advertisements. The strategy was designed with a total focus on neutralizing these threats and restoring brand authority in the paid media environment.
Combined notification, continuous monitoring and technical support actions were initiated, aimed at the progressive removal of the aggressors and the stabilization of the search environment. In parallel, the Branddi team acted on the tactical reconfiguration of Google Ads campaigns, with bid adjustments, account structure, and creatives to ensure greater assertiveness and resumption of performance. The action was guided by data, with weekly monitoring of CPC metrics, CTR and impressions in privileged positions, always based on the Branddi Score, a metric developed by Branddi that reflects the brand's degree of shielding over time.
Within a few weeks, the effects began to show. The main competitors ceased or drastically reduced their actions, which brought immediate relief in costs per click. The click-through rate, in turn, reacted positively, signaling greater compatibility between search intent and the display of own ads. The visibility of the brand at the top of the sponsored results has once again been consolidated as a standard, without depending on artificial increases in investment. Branddi's work allowed Útil em Casa to regain control over its digital territory with intelligence, agility and concrete results.
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