Case Study: Cortina cuts branded ad spend by 64% with Channable

How Cortina Saved 64% on Branded Campaign Spend While Boosting Traffic

Cortina, a Dutch bike company, faced a challenge where 78% of its Google Ads budget was spent on branded searches, despite many of those terms already ranking organically at the top of search results. Their goal was to cut branded campaign spending by 20% without losing traffic or orders. To solve this, they partnered with their digital marketing agency, Fingerspitz, and the vendor Channable, using its feed management and PPC automation tools.

The solution using Channable involved dynamically linking Google Search Console and Google Ads data. Automation rules were created to filter out non-branded terms, remove duplicates, and—most importantly—automatically decrease bids by 20% for any search term already ranking well organically. This strategy led to massive savings, with Cortina reducing its branded campaign spend by 64% (€38,593 annually) instead of the targeted 20%. Crucially, a 38% increase in organic traffic offset a 20% drop in paid clicks, leading to an overall increase in sessions and revenue.

Cortina