Published by Sue Johns-Chapman
Published Date 01.09.2025 
Search Machines share their story
We’re proud to share that Search Machines has been named a finalist at the Global Search Awards 2025. This nomination is a huge moment for our team, not just because of the recognition, but because of the story behind the work that got us here.
From Stalled Campaigns to Record Growth
The entry that secured our place on the shortlist began with a desperate phone call.
“I’ve stopped all Google marketing… help!”
A long-standing client had launched a new business. But after months of wasted spend, the incumbent agency had delivered CPAs nine times higher than target and only 9 conversions per day.
The client knew the market potential was far greater – estimating 150–250 sales a day based on industry benchmarks. They came to us with a clear but ambitious challenge:
· Grow daily conversions from 9 to 150–250 (a 2,677% increase)
· Reduce and sustain CPA below £23
· Deliver results within 3 months
The stakes were high. When we took over, agency fees made up more than 100% of media spend. The client placed huge trust in us to turn things around.
A Data-First Approach
This wasn’t a job for generic fixes. It demanded precision.
We approached the account with four key strategies:
1. Negatives – Blocking irrelevant traffic with an extensive, evolving negative keyword list.
2. Ad Copy Pre-Filtering – Writing ads that made it crystal clear, not only explaining what we did sell and what we didn’t sell.
3. Customer Lists – Feeding Google with high-quality signals from existing customer data.
4. Campaign Segmentation – Splitting high-intent terms like “replacement products” from ambiguous ones like “new products” to tailor bids and messaging. To execute at pace, we combined Google’s toolset with ATLAS™ our in-house AI PPC platform. ATLAS™ enabled us to build thousands of segmented, intent-led campaigns in days, something that would have taken weeks manually.
Meanwhile, Performance Planner helped us model budgets and forecasts, while CPA bidding strategies scaled conversions without losing control of spend.
Rapid Rebuild, Relentless Focus
From day one, our team treated the campaign as a high-wire act. There was no safety net.
· Account Rebuild – Within 4 days, the entire account was rebuilt from scratch.
· Aggressive Scaling – Instead of cautious rollouts, we leaned into bold bidding to drive volume quickly.
· Tracking Fixes – We collaborated with the client’s developer to resolve three major tracking issues, ensuring data integrity.
· Traffic Quality Control – Every layer of targeting and messaging worked to filter out wasted clicks.
The result? A near-instant transformation.
The Results
· 10 days in – Weekly sales skyrocketed from 66 to 632 (an 857% increase)
· 60 days in – Weekly sales hit 1,520, with some days exceeding the client’s top-end target of 250 daily sales
· CPA achieved – £21, comfortably below the £23 goal
The turnaround wasn’t just fast, it was business-defining. Within two weeks, the client went from considering shutting the business down to generating £19K in profitable turnover. By two months, weekly turnover hit £46K.
The campaign caught Google’s attention too – unlocking additional support and grants to scale even further. For us as an agency, the ripple effect was clear: higher fees, a delighted client, and three new client referrals.
Why This Nomination Matters
Awards are never just about the trophy. They’re about the story, the teamwork, and the impact behind the work.
For us, being shortlisted at the Global Search Awards validates everything we believe about search marketing:
· That clarity beats noise.
· That data-driven precision delivers scale.
· That even the toughest challenges can be solved when a talented team pulls together.
Most importantly, it recognizes the people behind the numbers. Our strategists, data scientists, account managers, and developers worked relentlessly to deliver results that many thought impossible. This nomination is a reflection of their skill, their collaboration, and their commitment to clients.
What’s Next
Being named a finalist is a proud moment for everyone at Search Machines. But it’s also fuel to keep pushing further, testing, learning, and finding new ways to help brands grow.
We’re excited to celebrate with our peers at the Global Search Awards 2025, and even more excited about the next chapter of performance marketing innovation.
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