Queda de CPC em 30% e aumento de CTR de 76%
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Útil em Casa is a decoration brand that transforms environments with warmth and beauty. Specialists in rugs, blankets, cushions and now also table setting items, they bring an affectionate curation with pieces that welcome and beautify everyday life. Everything with quality, humanized service and great care in every detail.
When starting the partnership with Branddi, Útil em Casa was facing a growing problem of misuse of the brand by competitors in paid campaigns on Google Ads. 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 aim of intercepting the consumer's search intention at the exact moment they were looking for Útil em Casa. This resulted in artificial competition for the brand's own traffic, inflating costs per click and harming overall campaign performance.
Even when the user typed the exact name of the company, third-party ads occupied prominent positions, diverting clicks, compromising brand recognition and significantly increasing the acquisition cost. The situation affected not only media results, but also the digital authority of Útil em Casa, which began to compete for space with companies that benefited from its reputation. The challenge was urgent and strategic: regain control over proprietary terms, overturn the interference of aggressors, and reestablish a fair and efficient media landscape.
Branddi began the project with a thorough analysis of the brand's auction environment on 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 a recurrence of relevant players and a significant volume of occurrences that compromised the delivery of the company's own advertisements. The strategy was designed with total focus on neutralizing these threats and restoring the brand's authority in the paid media environment.
Combined notification, continuous monitoring and technical support actions were initiated, aiming at the progressive removal of the attackers and the stabilization of the search environment. At the same time, the Branddi team worked on the tactical reconfiguration of Google Ads campaigns, with adjustments to bids, account structure and creatives to ensure greater assertiveness and recovery of performance. The action was driven by data, with weekly monitoring of CPC, CTR and impressions metrics in privileged positions, always guided by 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 appear. Major competitors ceased or drastically reduced their actions, which provided immediate relief in costs per click. The click rate, in turn, reacted positively, signaling greater compatibility between search intent and display of own ads. Brand visibility at the top of sponsored results has once again become a standard, without relying 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.