Pay per Click - Lighting Sector

In the initial phase of the collaboration, WebGas created an action plan including initial setup activities and continuous optimization actions. Some of the key activities identified are:

• Definition of Buyer Personas
• Analysis of the Customer Journey and Attribution Models
• Omnichannel Media Buying Strategy
• Data Measurement and Tracking Strategy
• Integrative and Interactive Dashboard

In the first months of the collaboration, there was an initial Testing phase, aimed at really understanding which channels and creativity would generate the best results in terms of ROAS and CPA.

Once the winning assets were identified, the best performing campaigns on the various audience segments were scaled in the various phases of the Customer Journey.

During the initial phase of the collaboration, WebGas carried out a series of setup and activation activities designed to support long-term performance. The work included audience and customer journey analysis, the implementation of an omnichannel media buying approach, and the setup of advanced tracking and measurement systems. Alongside these activities, a structured testing phase was conducted to evaluate channels, audiences, and creative assets. Based on performance data, the most effective campaigns were then optimized and scaled across the different stages of the customer journey.

The results achieved during the collaboration period can be summarized in the following KPIs: