Paid Search Audit & Consolidation

Case Study

This case study outlines how a global advertiser, grappling with fragmented multi-million-pound paid search spend across multiple agencies, successfully achieved significant savings and improved performance. Facing challenges like inconsistent KPIs, a lack of transparency, and varied fee structures, the client partnered with 23 Media Audits. Through a comprehensive review, benchmarking, and a structured agency pitch process, the client consolidated their operations, leading to a 25% annual saving, enhanced transparency, and a robust framework for ongoing performance management.

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Case Study

The Challenge

A global advertiser was managing paid search through multiple different agencies across various different markets. This resulted in:

  • Fragmented, multi-million-pound spend with limited accountability
  • A wide variation in fee structures and payment models
  • Inconsistent use of KPIs, with weak links to performance outcomes
  • Lack of transparency over costs and bidding strategies

The client wanted to understand whether spend was being deployed efficiently, and to identify opportunities for improved performance and value.

What We Did

23 Media Audits carried out a detailed review of the client’s Paid Search operations across all markets. This included:

  • Benchmarking commercial terms and fee structures
  • Reviewing keyword bidding strategies and cost efficiency
  • Evaluating reporting processes and KPI alignment with business objectives
  • Engaging stakeholders to align future requirements with best practice standards

We then ran a structured agency review and pitch process to identify the most capable global partner.

What Our Service Provided

  • Consolidation from multiple agencies to a single global agency
  • Standardised reporting and KPI framework aligned to business goals
  • Improved bidding strategy, ensuring stronger ROI on keyword investment
  • Introduction of a performance-based commercial model to align agency incentives with client outcomes
  • Reduced software and management costs through centralisation

The Results

By applying 23 Media Audits’ independent benchmarking and structured review process, the client gained both significant savings and greater confidence in the effectiveness of their Paid Search investment.
Representative – 23 Media Audits

25% annual saving through consolidation and improved commercial terms

Greater transparency and accountability across all markets

Clear unit cost benchmarks for ongoing monitoring

Enhanced performance management through consistent KPIs

Roadmap developed for potential in-housing of Paid Search to drive further efficiencies

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