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(001) — Case
Performance
Moneybird - Paid search
Two markets, one deadline, and a +23% result Moneybird could defend.
Not a gamble on automation, but a deliberate decision, tested first, then steered.
+23%
Sign-ups, Netherlands
-80%
Cost per sign-up, Netherlands
+12%
Sign-ups, Belgium
We began conservative, but the test showed broad, automated search delivered far stronger market penetration. We shifted the whole approach and captured demand more efficiently than manual ever could.
Peter Brouwer, Senior Google Ads Specialist, Adem®
01 / The Challenge
Two markets, opposite needs.
What was happening
Moneybird wanted to scale sign-ups across a mature home market and a brand-new neighbouring one.
What made it complex
Two markets with opposite needs: incremental, cheaper growth in NL versus fast penetration in BE before the Peppol deadline.
What needed to change
Move beyond manual paid search that was missing high-intent demand, without losing control of cost or direction.
02 / The Approach
Inhale, Align, Flow.
Inhale
Understand
Mapped both markets, the Peppol-driven demand surge in Belgium, and the high-intent keywords manual campaigns had been missing in the Netherlands.
Align
Decide
Started deliberately conservative, then let a clear A/B test decide direction: AI Max for Search, set per market, with sign-ups as the single objective.
Flow
Steer
Active campaign management with continuous keyword monitoring, scaling into AI Max as the evidence came in and steering budget to the strongest demand.
03 / Results & Takeaway
Tested first. Then scaled.
Marketing impact
Paid search expanded across the full product range, capturing high-intent demand that manual effort had missed.
Decision impact
Evidence from a live A/B test set the strategy; the shift to automation was a deliberate, controlled decision rather than a bet.
Business impact
Netherlands: cost per sign-up down 80%, sign-ups up 23%. Belgium: sign-ups up 12%.
Takeaway
Growth goes fastest when you base the direction on data and keep steering on it.
Ready to bring structure to your marketing?
We start by understanding your brand, market and data, then set direction together. No loose projects, just one clear line.
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