Case study: Always-On SEM

How precise targeting increased sales and profitability.

A highly competitive market

On the Estonian mobile communications market, competition is fierce. In search engines, keywords like “mobile plans,” “home internet,” “cheap plans,” and “5G” dominate. Consumers are price-sensitive and actively compare offers. In that context, Tele2’s digital strategy had to ensure that every click delivered real value.

Goal

Tele2 and MediaBroker aimed to grow campaign profitability and sales volume. The focus was on reaching people ready to make a purchase, not just those browsing.

We set an ambitious target: increase ROAS from 25 to 40, thereby improving both campaign profitability and sales.

Target group

• Consumers with clear purchase intent for telecom products and services

• Actively searching and comparing providers online

• Interested in mobile plans, devices, accessories

• Short decision cycle, ready to convert quickly

Strategy – search into sales

The campaign structure was built around purchase intent and continuous optimization:

1. Structured campaigns: eight distinct categories

2. Goal-oriented keyword expansion

3. Seasonality and timing

4. Relevance: ads adapted to intent

   
   

We refined and prioritized 8,490 keywords to support strategic decisions. Negative keywords played a key role: non-relevant traffic was excluded so the budget focused only on valuable clicks.

Offers were optimized so that the best opportunities got maximum visibility. Ad texts were tailored to match keywords and search intent: fast decision-makers saw clear calls to action; comparers saw reasoned value propositions.

Results

A thoughtful, data-driven, and smartly targeted campaign was highly effective:

• Significant increase in profitability: ROAS rose from 25 to 46.75

• Search channel sales growth: +91 %

• Lower cost per click

• Increased ad visibility and click rates

• Higher average conversion value

Summary

The ambitious ROAS target was exceeded. The result: outstanding return on investment and tangible business growth.

Tele2 Eesti's Always-On SEM campaign showed that in digital marketing, success is not determined by budget size alone. Precise targeting, constant optimization, and focus on purchase intent enable results that deliver clear business growth.

The Tele2 Always-On SEM campaign has earned recognition:

• First place in the Google Ads category at Digitegu 2025.

  
  

• It was a finalist in the “Paid Search Campaign of the Year” category at the European Paid Media Awards (winner to be announced October 2)

  

If you need a digital marketing partner focused on results, not just clicks, contact us. Let's turn clicks into value.