How We 4x’ed Non-Branded Sales and Cut Branded Costs by 64% for ReliableSite
Aimers has a great team that gives your project lots of attention and takes feedback seriously. I work directly with Yulia, who keeps track of all the details of our campaigns and communicates new information clearly. They have suggestions every single week on how to improve our ads and work hard to stay at or under our budget. Any changes are always backed by data or explanations from their experiences. Highly recommend them for Google Ads.
ReliableSite is a U.S.-based dedicated server provider with data centers in New York, Miami, and Los Angeles. Since 2006, the company has been delivering high-performance hosting solutions with instant deployment, 24/7 support, and unmetered bandwidth to a global customer base.
growth in non-branded purchases
drop in branded campaign spend
Challenge
Initially, our primary goal was clear: to boost purchases through the PPC channel. We started by helping ReliableSite set up proper tracking and restructure their Google Ads account. Once the technical foundation was in place, we focused on increasing purchases from paid traffic — and saw initial results within the first month.
As performance began to improve, a new challenge emerged: it became critical not just to drive more conversions, but to increase the share of purchases coming specifically from non-branded campaigns. This shift in priority aimed to capture users who were actively searching for a solution, but who were not yet familiar with ReliableSite’s brand.
Contact our team for a free audit of your ad accounts – no strings attached
Book a CallSolution
To reach the goal, we implemented a structured, step-by-step approach:
- Search Term & Keyword Optimization. We analyzed search terms to identify high-intent, commercially driven keywords, testing a combination of long-tail, hardware-related, and broader terms to evaluate their performance. In our case, short and straightforward queries that reflected how users typically search for servers performed best.
- Performance Max Campaign Launch. We launched a top-of-the-funnel Performance Max campaign, initially excluding brand keywords. Multiple asset groups were created, each tailored to a specific service direction, audience interest, or demographic profile. This allowed us to test and identify which segments responded best to our offers and messaging.
- Creative Development & Testing. To enhance ad performance, we created new, engaging banners tailored to different messages and value propositions. This not only improved visibility and overall ad strength but also led to higher user engagement and more conversions.
- Bidding Strategy Optimization. We tested several bidding strategies — starting with Maximize Clicks, then testing Maximize Conversions and tCPA to find the best fit. We ultimately settled on Maximize Conversions as the most effective option for our campaigns and product.
Smart Budget Reallocation. As we saw our efforts pay off, we gradually shifted the budget toward non-branded campaigns, focusing more on middle- and top-of-the-funnel efforts. This helped expand our reach and reduce reliance on branded traffic.
Results
Since we started, the share of non-branded traffic has grown steadily. Back in October, only 17% of purchases came from non-branded campaigns, but that number kept rising each month.
By May, this figure had grown over 4x. This shows a clear shift from relying on branded campaigns to a more scalable and cost-effective non-branded strategy.
At the same time, spending on brand campaigns decreased by 64%, freeing up budget for more impactful initiatives — all while maintaining stable engagement levels and even improving the conversion rate.
All of this allowed us to stay within the client’s budget while maintaining an optimal CPA. This setup also gave us the flexibility to explore new opportunities — such as testing new geos and strategies that can further support non-branded growth.
As a result, we launched a campaign in a completely new country, which delivered strong performance from the start and immediately contributed to the increase in non-branded purchases.
This case clearly demonstrates that with the right strategy and data-driven campaigns, it’s possible to significantly grow non-branded traffic, optimize budget allocation, and achieve scalable, cost-effective results even in competitive markets.
Explore More Success Stories
