How consolidating based on intent, Greenhouse achieved record high Opportunity volume

With ~350 campaigns spanning brand and competitor categories, there was considerable overlap in keyword targeting across intent and match types.

Client Overview

Services Involved

Paid Media

By consolidating campaigns around intent and expanding into untapped opportunities, Greenhouse streamlined their digital advertising strategy and unlocked record-breaking Opportunity volume. The results? A 28% increase in Opportunities and the company’s highest opportunity-driving performance in over two years—all while improving cost efficiency.

+17%

opp increase from Q2 to Q3

+28%

opp increase from Q3 to Q4(TD)

decrease in cost/opp from Q3 to Q4(TD)

The Challenge
Our Strategy
The Results

The Challenge

Greenhouse faced a significant challenge with its digital advertising campaigns due to a mixed intent campaign structure and unclear or misaligned offers. With ~350 campaigns spanning brand and competitor categories, there was considerable overlap in keyword targeting across intent and match types. This structure led to difficulties in controlling performance, identifying which strategies were yielding the best results, and allocating capital. As a result, budget inefficiencies emerged, and Greenhouse was struggling to maximize its potential for generating opportunities.

Our Strategy

To address these issues, our team developed a plan and implemented a comprehensive account restructure. The strategy included the following key actions:

Consolidating campaigns into an intent-based keyword structure, ensuring clearer targeting and streamlined management. This included conducting thorough search query reviews and keyword research to understand what was working, and how our ICP was interacting with these terms.
Expanding campaign coverage to include untapped areas of non-brand opportunities. The most impactful segment that was added here was non-brand keyword coverage, there was previously zero non-brand keyword coverage.
Eliminating inefficient spend by reducing wasteful budget allocation and focusing on high-impact initiatives.

The Results

By consolidating campaigns, identifying and expanding into untapped opportunities, and cutting inefficient spending, Greenhouse achieved both growth in opportunities and greater cost efficiency since we took over management in April 2024:

Opportunities:
- +17% from Q2 to Q3
- +28% increase from Q3 to Q4TD (Oct, Nov)
- October and November marked two consecutive months of the highest opportunity-driving performance the company has seen in at least the last two years.
Cost per Opportunity (CPOpp):
- +1% from Q2 to Q3, while the account structure was being implemented, reflecting very little fluctuation during this period.
- -9% from Q3 to Q4TD, reflecting improved efficiency