Case Study: William Hill Australia achieves #1 Paid Search dominance with Adthena Real-Time

How William Hill dominated Paid Search for the Melbourne Cup

William Hill Australia, a fast-moving bookmaker in a highly competitive paid search market, needed to dominate search activity during the short, high-pressure window before the Melbourne Cup. Working with Adthena and its Real-Time product, the team aimed to maximize impression share on key head terms and maintain a top average position when betting and search demand peaked.

Adthena provided minute-by-minute competitor and performance insights, enabling William Hill Australia to react quickly to auction changes and adjust its campaigns in real time. The result was a No. 1 average position for major head terms, 89% impression share across the account, a 26% year-on-year increase in impression share, and an 88% impression share on competitor brand terms, representing nearly 50% growth.

William Hill Australia

Tom Franklin

Digital Performance Manager