Scale without discipline.
Broad, expensive campaigns were subsidizing the few that actually converted. And a rebrand was about to make brand search volatile and unreadable if it stayed blended in.
Case study · Pebl · B2B SaaS
A paid program rebuilt mid-rebrand to buy the right traffic, not expensive traffic.
Pebl relaunched its brand in September 2025 with a paid program already running at scale, and several of its largest campaigns quietly overpaying. One line was paying $16.82 for a click on Pebl's own brand name. The budget was allocated by history, not performance.
$456K
media cost avoided across the engagement
+154%
more paid traffic, two months in
−49%
cost per click, in the first quarter
+176%
from the best campaign, on 22% less spend
The story
Scale without discipline, fixed line by line.
Challenge
Approach
Rebuilt by geo and intent.
Brand was separated out first, so every read stayed trustworthy through the name change. Then the account was split by geo and intent tier, the waste defunded line by line, and the one efficient line scaled hard.
Result
The right clicks, for less.
Brand click cost fell from $16.82 to $4.59. Cost per click dropped 49% while traffic rose 154%, and $456K in media cost was avoided, $856K in the first quarter alone.
The sharpest number in the account: one campaign delivered 176% more traffic on 22% less spend. Same campaign, same account, nearly three times the work for less money.
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