Simply Business increases marketing efficiencies and enjoys 1349% increase in brand interest

The Challenge

In order to grow their existing customer base, Simply Business approached Brainlabs with the challenge of generating high-intent, small business leads through Display, Native, and Video upper-funnel branding activity. From this, Brainlabs was tasked with generating audience lists that could easily be reached by Simply Business’ in-house remarketing team at scale.

How we helped

New custom intent audiences were built through DV360 based on keywords and phrases searched, as well as sites previously visited. These were introduced throughout the campaign, resulting in 34 unique audiences, each with different personalities, interests, and browsing behaviors. From here, each audience received creative tailored to the industry with which they were most aligned.

To prove this approach worked, a geographic testing strategy was devised that aimed to show whether the programmatic activity was having measurable uplift in specific regions. After selecting eight similar locations, we allocated 15% of the campaign budget towards these geo tests and began to simultaneously turn off ads in one location, while leaving them on in another.