How we leveraged the Google Search Partner and Display Network to increase lead volumes and cut CPA
PPC
Linguedo is a German startup that solves inequalities in the European job market through language and education.
The main goal was to attract Italian and Spanish nurses willing to relocate and work in renowned German hospitals. The client struggled to bring conversions at target CPA due to the very high competition and an overall low conversion rate.
Following our proven methodology, we focused on restructuring the account and expanding reach through both the Search Partner Network and Display Advertising, driving measurable CPA improvements.
1. Account Structure Optimization
We began by addressing inefficiencies in the existing account setup:
Account Audit: Identified and analyzed several inefficient areas affecting campaign performance.
Structural Improvements: Reorganized campaigns and ad groups to ensure clearer segmentation, better budget control, and more consistent results.
2. Search Partner Network Activation
Next, we implemented a unique approach to leverage the Google Search Partner Network, optimizing visibility beyond standard Google Search inventory (A detailed explanation of this approach is available in a dedicated article.).
3. Display Advertising Performance Layer
To expand reach and attract qualified users, we launched Display campaigns targeting specific job listing websites:
Audience Pre-Qualification: Designed pre-qualifying display ads to filter and attract users with relevant intent.
Performance Results: Achieved even better CPA performance than Search campaigns, confirming the efficiency of the display strategy.
This integrated approach – combining structural cleanup, partner network optimization, and precision-targeted display advertising – delivered stronger lead quality and improved cost efficiency across channels.
We came very close to the same number of conversions as per Google Search on the Search Partner network, with 68% lower CPA. Overall, we managed to increase lead volumes by 30% with 36% lower CPA.
PPC MANAGEMENT: Search, Display, Retargeting
Midsummer Agency lowered the cost per action and increased the Wordstream score. Meeting the business’s goals, their workflow was very effective and they notified us when tasks didn’t fall into their immediate responsibility. Matthias G. – CEO
Ecommerce plus physical stores? B2B and B2C under one roof? One market or eleven? The businesses other agencies find too complex are the ones we make shine.
