Case Study: a leading standards organization cuts SEM waste by 12% with iCrossing's Total Search automation

a leading standards organization cuts SEM waste by 12% with iCrossing

A leading standards organization was facing a significant challenge with its search strategy, where its own paid search ads were cannibalizing its strong organic search results. This meant the organization was paying for branded keyword clicks that its high-ranking organic listings would have captured for free, leading to wasted media spend. The organization partnered with iCrossing to address this inefficiency.

iCrossing implemented its iX Competition tool to automate a Total Search strategy, creating a closed-loop system. The solution used real-time SERP monitoring to automatically pause paid keyword bids when the client's organic result reached the top position, and reactivate them if the rank dropped. This eliminated manual adjustments and cannibalization. The results were immediate: the organization achieved a 12% savings in media spend by reallocating budget away from redundant branded keywords, and that reinvestment helped fuel a 99% increase in total organic search traffic.